The Research Of Mazda6 Sales Strategy

With the quick development of China automotive industry, the sales management research for the automotive market has been focused on by each field. There are some special organizations and individuals who research the automotive sales of China market. They suggest and help each automotive manufacturers build up the sales strategy, solidify the old users, promote the competition of the enterprise and occupy the market quota through the research of different products and different consumption ideas. For improving sales management level, they offer the view valued and plan for the enterprise's the development of big step.Through the review of the performance since Mazda6 comes into the market, the market performance in 2003 didn't make satisfied and was far away from the expected target. It analyzes and researches the reasons from some aspects, such as, product function, consumers, market quota, competitors and sales management etc. After the investigation, the performance of product can be described as be perfect. It reaches the same level as any car with the mid-high class in China. From the comprehensive points (price, performance etc.), it has a certain advantage. Moreover, it's individuation characteristic matches the untraditional philosophy Chinese users like, especial for the young people, which make the young people show their personality. The data shows the consumer group of automobile has been moved to young people step by step. The consumer with 25-35 age has already bigger. They focus on the two ways of life and career, and pursue the fashion and they have energy, work hard and like sports etc. All those points match with the characteristics. So Mazda6 in China should have pretty big consumers and the market space can be extended too.From the analysis of development space of the automotive market, the China automotive market will still keep the tendency of the quick increase in 2005-2010. It is estimated that car quota will reach 7,000,000 carsets in 2006 and 8,000,000 carsets in 2007. So the general changing tendency of car market is more positive than negative for the car market with mid-high class. That the price will continue to decrease is one of the basic characteristics in the year, but the decrease proportion will not be bigger than before. Moreover, the price of the car with high or above class will take the role to decrease. Secondly, the new product is still another basic characteristics in the car market. It is statistics that the new car type has been over 30. The new car type to promote the sales will be decreased, but the new car type is still a good way to enlarge the car quantity. The new car type appeared in the year still focus on the mid or less mid class. This tendency will make the other class car bigger so that the market of car with mid-high class will be decreased, but the market quota of car with mid-high class is still increased.Mazda6 hast the good automotive market, good produce performance and bigger consumers. But why did the sales of Mazda6 make dissatisfy? There are two major reasons as below after analysis.Firstly, there're some problem that disappear in the Mazda sales mode.Mazda sales mode has the following problems from the analysis: 1. It's very limited in the recognize of the auto market developing. It's a wrong marketing location to the car without following the developing of the marketing rules. 2. It is not be design as a consummate sales control system with connect the policy of the country. 3. It is not built a completed service system that be linked with the sales. And the very important thing is the aptitude of the sales agent can't arrive the target at the same level and the sales way just like 4S store & auto market is very dispersed, need to be adjusted and enlarge the service space. 4. The information is very late. The sales company has the right & onus to administrate the agent, but there are not enough policy, so it always lose the best opportunity of control the market. 5. There is not enough control of the 4S store, there are not enough connect at the information and policy, so the advantage of the flack and style can't be exertion very well.Secondly, there are some service state problem in Mazda6.4S store is the normal sales way that be selected in Mzda6, it connect the sales servings service and so on together to reduce the process time in buying a car. But the employee in Mazda6 4S store can't be acceptable in many place. 1st is the out of time of the servicing and poor recognize of the style. There is no enough research of the market and ability to give a satisfy servings to the customers. 2nd is the shortage of the radiate of the style,can't be recognize as a famous product. As we know that Mazda6 come into Chinese auto market very late, and most people has already has a recognize of the good or famous auto as Honda, Toyota, GM, Audi and so on. 3rd is that there is not equal at the service level at all of the agent, poor technic cause the doubt of the Mazda6 at the customer side.To solve the sales problem at Mazda6 include sales mode and servings, we should improve the whole situation, it should be just like the followings: 1st Relocation Mazda6 from the customer side , separated the auto marketUnder the academic of Requirement of Human Life by Dr. Marslori to find the the chance from Consume mentality; to find the area of the customer from the character of the buys ; to find the location and the space of the marketing from the axis of the auto purchasing; to find the safety area from the analysis of the competitors.2nd Build a suitable sales mode out of traditional wayImprove the quality of service, change from sales of the car to sales of the service. Build a service system to improve the technic at service to satisfy the customer. Build a link with the bank—to invent a Auto Credit Business. Developing at 2nd hand car—to built a new mode at both new car and 2nd hand car. Transfer from the traditional mode to the Internet, to arrive a widely sales way. Improve at functions just like service. Continue to consummate the sales system of Mazda6 just as training for sales skill, product technic, customer resource management, style fare with, interior information management, ware house management, finance management, store management, service policy, marketing study and stratagem at developing, release between the suppliers and so on. To keep increasing at ability of servicing customer at additional value.3rd Change at the following 3 ways based on face to the marketOne is change from the ferocity warto a stratagem alliance. Build jiont venture, stratagem alliance, out source and other modes to keep Mazda6 sales as a collectivize and federatively based on partership not control. All the conference company could develop space of each side and share the whole market. The other change is from manufacture sales to the service sales. Sales will not only limited in sales product, it will be more important at service and so on. Auto sales should occupy the market throughthe sevings on satisfy the customerand not only dependon the costing adventage. The 3rd one is change frome product,price tostyle and values.The article design a proposale on the Mazda6 sales mode improvement based on the upon suggestions. And a reasonable analysis on the plan and set up a schedule, build a evaluate system on the reasult of the action of the plan. The system is consist with standart and assess, orgnization and items and so on. It will be use to track and evalute at Mazda6 sales reasult at the market and find the improving ways just in time.