The Design Of Marketing Network Construction Program For Mazda Car In FAW Group

With the intensifying of influence of China's accession to WTO, global multinational automotive companies come to China market one after another to compete for the last potential automotive market in the world, thus speeding up the pace of globalization of domestic market, China automotive industry is confronted with an unprecedented severe challenge. Whereas at the same time great changes are taking place nowadays in automotive market at an incredible speed, product homogeneity becomes higher and higher, competition thereof becomes increasingly keen, the importance of marketing becomes highlighted in competition. Under new competition situation and new development of enterprise, marketing capability are faced with new challenges. Being a strategic resources of enterprise, marketing network has become FAW's advantage to face challenge; only when a powerful marketing network is established with good command of control over dealers can the enterprise compete against multinational companies. It's not only necessary, but also feasible for enterprises to establish a powerful and faithful network as an important competition strategy.Marketing channel and marketing network constitute important integral parts of marketing. If sale is seen as a work to meet client's demand, marketing channel, which executes most of product circulation for the enterprise in the course of product marketing, is the main channel to fulfill the mission, its position and role are crucial. Whereas in the selection of mode of marketing channel, three main factors in marketing channel must be made clear, namely length of channel, width of channel and magnitude of channel. The enterprise shall select and use suitable marketing channel based on its physical conditions as a result of different mode of channel for different products. Generally speaking, main factors affecting selection of marketing channel and structural design include product characteristic, property of market, strength of enterprise, strength of distributor, variation of choice and environment of competitors. In term of selection of marketing channel, different marketing channel shall be laid down based on product's life phase and features of product consumption. Since automobile is a big and special commodity, the unique product characteristic determines that the automotive enterprises reflect the three elements as follows in network construction: indirect and short channel, franchised distribution and unitary. It is seen from the analysis of automobile marketing channel both at home and abroad that brand monopoly dealership is still the mainstream of automobile marketing. In China, brand monopoly dealership is full of vitality, it will be the mainstream of development for automobile marketing mode in China. When selecting strategy of marketing channel for Mazda car in FAW Group, we take the good experience of automobile marketing network construction both at home and abroad for reference, incorporated with physical demand of the enterprise, make careful analysis in the point of view of network, enterprise, dealer and client. We conclude from the analysis that it is necessary for the network to have uniform brand image, perfect function and good after sales service to meet the requirement from clients, manufacturer and dealer, and only brand monopoly dealership can truly meet the above said requirement. Moreover, the exercise of brand monopoly dealership is of great significance for improvement of service of marketing network, improvement of enterprise's core competitiveness and creation of good image of homemade automobile brand. The ultimate goal of brand monopoly dealership is to create a monopoly Mazda dealer network featuring rational layout, complete function, uniform image and advanced management.In the design of network construction program, we establish network selection human resources staffing and organization pattern, lay down dealer screening procedure on the above said principle and under the guidance of general framework of network planning and cons...