The Research Of Mazda Marketing Strategy In China

China automotive industry has developed very fast in the past two years as China economy grows quickly. The annual sales grew up to 13 million in the year 2010 and China market became the top one automotive market instead of America market in the world. As the competition increases, meanwhile, the need of consumer changes, market research needs to be done when marketing strategy is going to be set.This paper is going to use SWOT model and Five Forces model to analysis the brand feature of Mazda in China market including Mazda background and business environment inside and outside. The analysis could be concluded as weak brand, weak sales channel and product. Finally, the marketing strategy including branding, channel and product is to be discussed based on STP analysis, product strategy, pricing strategy, channel strategy and promotion strategy. .