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Research on the Marketing Strategy of Faw Mazda Auto Accessories

Author: ZhaoDong
Tutor: RenJunSheng
School: Jilin University
Course: Business Administration
Keywords: auto accessories marketing strategy STP
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 224
Quote: 0
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Abstract


In recent years, the automobile industry shows blowout type development,especially passenger car sales in the past ten years the average annual growth of30%,estimated in the future ten years in sales of passenger vehicles will still maintain ahigh growth rate, in the current market situation, nearly100domestic carmanufacturer from the vehicle sales to expand customer service area expansion tendsto become white-hot competition. With the opponent, FAW Mazda brand in theintroduction of competitive new models and perfect after sale service at the same time,the automobile customer service quality as an important source of business, in orderto promote the system of competition ability.Auto accessories business become a vehicle sales, after sale services after thesupporting the FAW Mazda network to attract customers, profits of the mainest pillar.The boutique marketing ability depends on the marketing strategy of properly, themarketing strategy is an important competitive advantage lever, the execution resultconcerns the future competitiveness system. Based on the analysis of the automotiveproducts industry development condition and the FAW Mazda car customer demandproceed with, the use of the product research method, using literature analysis,observation, experience and other means, to the FAW Mazda auto accessoriesbusiness marketing strategy as the object of study, carried out thorough investigationand analysis, combining with the FAW Mazda products marketing service systemresearch the advantages and disadvantages of the current marketing strategy,optimization and design a set of products marketing strategy study thinking and plan.The full text is divided into four parts: the first part, the automotive industry autoaccessories business status and company profile. On the current situation and analysisof automotive products, through the national economy in recent years, therelationship between supply and demand growth trend of automobile developmentand national policy orientation and other aspects of the comprehensive data analysis,come to the automotive industry for the future development prospects optimistic judgement, think auto accessories business is facing a great opportunity ofdevelopment. Then introduced the automobile quality concept, quality of products forthe classification system, and from domestic and foreign products industrydevelopment situation, domestic policies and regulations, market capacity, regionaldistribution, the main business, brand, supply and marketing channels, operatingmode and multi angle analysis, showing the refined products industry the currentformat, and then summarizes the auto accessories business development stagecharacteristics, enterprise development quality objective, content and the competitivesituation and marketing auto accessories marketing particularity, and brieflyintroduces the FAW Mazda car sales company. The second part, elaborated the FAWMazda auto accessories business marketing environment, including macro marketingenvironment, competition environment, and to undertake SWOT is analysed, then thequality marketing current situation undertook an analysis, made clear deficiencies.The third part is the main part of the paper: the FAW Mazda auto accessories businessmarketing strategy and tactics. The first to target marketing theory as the foundation,through market segmentation, target market selection, market positioning, marketingstrategy design. Then from the brand, product, price, channel, brand promotion in fivedimensions design of marketing, combined with literature analysis, observation,experience and other means, to extract a series of practical strategies and methods.The fourth part, based on the above analysis, elaborated the FAW Mazda autoaccessories business marketing strategy for the implementation of security andcontrol, through the company’s system, information resources, human development,product quality, after sale service and many other dimensions, this paper analyzes anddiscusses on the FAW Mazda auto accessories marketing strategy carry out smoothlythe important safeguard effect.

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