| With the entry of China into WTO and the enhancement of the trend of economic globalization, the automobile industry of China is developing rapidly and the market competition is rather fierce. In the meantime, the self-owned brand car of China has a rising sign. However, the intended market effect is not reached for the Besturn Car that came into market by FAW Car Co., Ltd. on August 18, 2006, which throws a shadow over FAW's plan of developing self-owned brand. Through the method of strategic analysis, reasons for unsuccessful sales of Besturn car are found, and suggestions are given for reference from such aspects as products, prices, channels and sales promotion.Combining the cultural characteristics and marketing demands of China, Besturn is given adaptability development based on the new Mazda6 platform. Such aspects of advanced car of Japanese and European car series as auto body design, active and passive safety technology, development of internal decoration module and NVH improvement are absorbed by Besturn, which makes Besturn representative of self-owned brand with high starting point, high quality and high performance.Analysis performed from macro environment.In terms of policies and rules and regulations, new policies on China's automobile market have been successively issued since 2006, which affects the direction of automobile market. The state's laws and rules on automobile industry are more and more perfect. The support from policies on self-owned brand is increasing and self innovation is encouraged. Self-owned brand has become a non-negligible force in automobile market.The healthy, stable and rapid development of macroeconomy provides a good economic environment for the development of automobile industry. With the development of economy and progress of society, people's demands on automobile are larger and larger in recent years, which makes the auto possessive quantity increase rapidly. Automobiles come into people's life and private consumption in a rapid speed, which largely promotes the increase of auto consumption. In the meantime, the automobile industry is confronting the restrictions in energy source, environment and traffic. With the continual increase of petrol price, small displacement cars are more and more popular among customers.Auto technology is developing rapidly and new technology is developing continually. From the long-term point of view, clean energy automobile will replace the mainstream position of the current automobiles which use petrol as main fuel. The competition of each level is increasingly fierce. In particular, the competition for automobiles of the same grade is extremely fierce.Generally speaking, the automobile market in the future several years will still develop rapidly, and the expanding market will provide auto manufacturers with uncommon opportunities.From the analysis on internal factors of Besturn development, FAW car is the auto manufacturer with rich experience and has the legend of its self-owned brand-red flag; as a listed company, it has sufficient capital to provide capital guarantee for R & D of automobiles, but there are still many factors that restrict the development of Besturn.It can not act independently in technology and has no power of developing new car independently, which makes technical development the most important problem of restricting the development of Besturn. The adjustment in organizational structure and personnel affairs of the company also has certain negative influences on the development of Besturn. The brand planning inside the company is disordered. Besturn is the company's self-owned brand and has low popularity, and the promotion expenses spent on it are relatively small. Advanced operation ideal and management mode are lacked by Besturn. Bad product image of previous products was left in some areas, so long-time hard work is needed for the market to change the recognition on the new products. In conclusion, many internal factors need to be changed to promote the rapid development of Besturn.According to the product characteristics of Besturn and through detailed market analysis and determination of target market, Besturn shall be positioned at sport-type commercial car and have its own characteristics in the market of mainstream commercial car, and can make people associate it with cars of more advanced grade (such as BMW), so as to make it convenient to promoter and rapidly establish product recognition and individualized brand image.To promote competitive advantages, Besturn shall guarantee product quality in short period, keep the product image of high quality; perfect internal decoration to eliminate the market reflection of rough internal decoration; arrange production scientifically and reasonably to guarantee the product supply that meets the demands of market in type and colors. For the long-term point of view, based on the coming into the market in 2006 and promoting 2008 new type in 2007, upgrading of product technology shall be prepared; the car with longer wheelbase shall be developed as soon as possible to adapt to merchants'needs in the space of back rows; in technology, it shall follow Mazda6 Car, and it shall be embodied when innovating the fixings that have not been embodied in Besturn; perfect product line as soon as possible; try to master the technology of Mazda6 Car, so as to perform technical preparations for researching and developing independently in the future.Since there is certain gap between self-owned brand car and joint-venture brand car in such aspects and brand, technology and delicacy, low price becomes the only means for it to compete with joint-venture brand. Besturn shall continually adjust its market price and keep price competitiveness through the profit return of distributors.Guarantee the stable and healthy development of automobile channel. The innovation ability in channel shall be promoted while improving the loyalty of distributors.In terms of promotion, exposure rate of advertisement shall be increased, so as to improve product popularity and establish the brand image of middle and high-grade car. Attempt to create new marketing events, and provide media information through showing the good quality of Besturn with sensational events. Spread business to cars for central and local governments procurement by utilizing the high-end self-owned brand image of Besturn. Focus on sales and service fields and perform well in customer management. Create good product image and marketing atmosphere through providing good services to customers. To guarantee of execution of the Besturn strategy, FAW car shall carry forward the red-flag spirit of loyalty, self-development, cooperation and innovation. The activeness of employees shall be exerted sufficiently and master spirit shall be enhanced. Functional department shall sufficiently exert their duties. The speaking right of sales company in product research and development shall be focused on, and the market information feed backed by sales company shall be treated timely. Learn the experience of joint-venture brand in establishment of reasonable organizational structure and work process.From the long-term point of view, the self-development ability of FAW car determines whether Besturn can develop well in the more and more fierce market. Through the development of recent years, FAW car has possessed the ability of integrating international resources. However, the core technology in R & D of automobiles must be mastered. This is the problem that needs emergent solution, or you will never have the active right of development. |
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