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1、买家的讨价还价能力的竞争结构，行业集中度，音量大小，转换成本和访问信息的程度。目前，客户有一个较低的所有者程度的访问信息，因此，供应商的议价能力强。The bargaining power of buyers is related to the competitive structure, industry concentration, volume size, switching costs, and the extent of access information. At the present, the customers have a lower owner degree of acc
2、ess information, thus suppliers bargaining power is strong. For example, Che Zhanfei works for Blue Power, a company which provides support for modified cars. He said, We mostly display turbo and brakes. The turbo is the power source of the car. Its where the speed comes from. But its not enough to
3、have speed only, so we also display brakes that have high securityhttp:/ ratings. Obviously this kind of technology and information of modification is hard to understand by common consumers.On the other hand, it is nominally the status of two sides are equal in all economic activities, but in fact i
4、n a competitive market, the buyers bargaining power is also strong, and living in dominant market position. Not mentioned that the normative operation of the market is not enough, the power of the buyers is the largest one in the market, it has the right of accept concessions, discounts and other ri
5、ghts. Therefore, no matter which modification providers, must operate based on brand, strong internal strength, and strengthen the internal and external public relations, in order to improve the bargaining power with the supplier effectively, and improve market competitiveness.替代品的威胁4.1.4 The threat
6、 of substitutesThe threat of substitutes often depends on three factors: the availability of http:/ attractive prices; the satisfaction on quality, performance, and other important aspects, the difficulty of buyers turn to substitutes (including the switching costs). For the Gusto Company, alternati
7、ve substitutes may be the modification clubs, which have not independent operation and did not participate in market competition. For these alternative substitutes, their threat is only temporary, because once the clubs clarifies its hard to development, it will naturally move toward professional ve
8、hicle modification providers. 安索夫成长矩阵来分析市场战略的趣味4.2 Using Ansoff Growth Matrix to analyze the market strategy of Gusto Basically the Chinese vehicle modification market started in the beginning of 21 century. Chinese consumers are still looking for suitable service and fair cost for their vehicle mod
9、ification.市场渗透策略4.2.1 Market penetration strategyObviously Gustos market penetration strategy is success. According to the interviewee, Mr. Xu, Chinese consumers have been influence from HongKong at the beginning of the modification, which is focus on Japanese products. On the contrast, Gusto is mor
10、e focused on Europe products. Managers of Gusto go to Europe and search for products, because Japanese is indeed a good-looking, and the packaging, and more know how to operate the market. European manufacturers in this regard were less so, but they are very good in the U.S. and European markets. Mr
11、. Xu believes that performance is always important. For example in F1 race, if your products can quickly 0.1s, people will rush out to buy your products, it is still no way to Japan. The European technology keeps to front. And more and more consumers accept and prefer European products.市场发展战略4.2.2 M
12、arket development strategyFor Gustos growth strategy, my suggestion is identifying potential users groups in the luxury cars and special vehicles.The special vehicle is a product with higher technical contents. It integrates the advanced technologies in machine, electronics, communications, and envi
13、ronmental protection into the chassis of a special vehicle modularly to realize specific functions. Remarkable progress has appeared in China special vehicle market since 2001. On the other hand, people usually modified low-end cars in the past. Now, more and more luxury cars are being modified. For
14、 example, Mr.Zhang Mengzhe runs a club, which offers modification service only for BMWs. He introduced that it had been trendy to modify luxury brand like BMW cars since 2007. His club only provides products for BMW cars, including appearance, enclosure, wheel, http:/ outtake, shake lever and underc
15、arriage. It is an effective strategy for Gusto.产品开发策略4.2.3 Product development strategyManagement should also consider new product possibilities. Gusto has a development plan to establish a new department in Zhuhai, it is a R &D department, because Gusto is the agent of the brand as far away as Euro
16、pe, where China is very far away from, as well as the time difference. The purpose of this establishment of the department is to give Gustos dealers and customers a more efficient and timely services, and developing more products for the Chinese mainland market. The reason why Gusto go straight to the manufacturer,
