Research On The Cultural Marketing Of Household Car In China

The changes in people's lifestyle and consumption concept are driven by the development of consume society, in the meanwhile, it also indicates the developing trend of consume society. Because of the Chinese household consumption level is raising, car is not only a tool, but also a part of our everyday life. This consume trend indicates a huge household car market in China.Nowadays, both domestic auto manufacturers and foreign auto giants are interested in the huge market in China. Compare with the foreign company, the developing history of domestic auto company is short and its technology is poor, but all of them want to seize the opportunity. So they use many kinds of methods, including renewing the products, adjusting the price, providing better service, in order to gain more market share. But on the contrary, the manufacturers only get tremendous cost pressure, and it also restricts them for further size expansion.In the current stage of the auto consumption environment, the consumption of household car is growing, and the consumers'demand has entered a diversified and individualized development stage. More and more people buy a car not only for transportation, they begin to view the vehicle as a tool to improve the quality and increase the fun in their lives. Vehicles are no longer a tool in their eyes, it also demonstrates their personality and culture status. This consume psychology just reflects the developing trends of meeting the cultural and spiritual dimensions in the consume society.Because people's lifestyle is becoming the primary means of social recognition, and lifestyle is based on the goods they purchased, which reflect the culture and the significance. Under this background, it is particularly important that how to give the car a unique and personalized culture connotation, and to meet the consumers'demand for cultural and spiritual dimensions. So the objective of the research on the culture marketing of household car is that, using the culture as a means to guide and regulate the consumers'behavior. This thesis is divided into three parts according to the mentality that first asking questions, then analyzing and last solving them. In the first Chapter, part of asking questions, proposed that in the modern consume society, one important characteristic of consumers'behavior is that, there is a growing emphasis on the products and services which reflect the cultural and psychological factors such as emotion, feeling and so on. Automobile enterprise use cultural marketing to satisfy consumers'individuality expense, and guide a healthy consume culture is necessary. Cultural marketing can make products have more personalized characters, and can establish common cognition between enterprises and consumers. Cultural marketing also has more obvious advantages such as low cost, durable, not easy to imitate by other competitors and so on. Therefore, using cultural marketing has a vital significance for automobile enterprises. In the second Chapter, part of analyzing problems, analyze the factors which can affect consumers'behavior and their purchasing process, then we know that the consumers'purchasing trend reflects the developing trend of consume society. Then in the third Chapter, make the comparative analysis on the marketing methods, draw a conclusion that cultural marketing compared to other marketing methods has the competitive advantage, and can obtain more consumers'favor. So it is feasible.In the forth Chapter, part of solving problem, proposed three pattern of enterprise cultural marketing, product cultural marketing and brand cultural marketing, and conducted a detailed analysis of each pattern. At last in the fifth Chapter, take Mazda as an example analyze the cultural marketing of FAW, and then give several suggestions to domestic auto enterprise, as following:1. Pay great attention to the cultural-oriented market localization;2. Attention to the designing of cultural connotation in the car;3. Give the exclusive agency more cultural connotation;4. Design the dissemination form of auto culture according to the target consumers'value orientation.As far as I'm concerned, cultural marketing is a new marketing pattern, it can help auto enterprise solve their marketing problems through its core value construction. Hope that through this research on the cultural marketing of household car, can bring some enlightenment to our automobile enterprise. We also hope that the domestic auto enterprise can truly meet consumers'needs, and at the same time, conform to the trend of culture, maintain the consumers'loyalty to the enterprise culture, product culture and brand culture.