Research On Marketing Strategy Of FAW Besturn Cars

FAW CAR CO., LTD is a large car production enterprises, Limited by the China FAW Group Corporation. Since the establishment of FAW Car, the implementation of "self-development, open cooperation" business strategy, focus on upgrading the technological level of their own products. The company has Besturn, Red Flag, Mazda and many other well-known car brand products. In China's automotive industry, FAW Car's year of formation is relatively late, and the initial investment is also smaller, but in a short span of 10 years in the domestic car home later on the altar, a place, they are many reasons. It should be said that FAW Car superior product performance, competitive pricing, strong brand is a necessary condition for success, but compared with other markets with a strong strength in China and abroad, and still has a long way to go, so painstakingly to build up the car giant compared to the beginning in the establishment of FAW Car on the establishment of marketing concepts and the characteristics of the Chinese market in line with the marketing model is a key factor in success. A long time, FAW Car to the national auto industry development mission, and constantly develop new products in 2006, holds "the world's science and technology, world-quality" R & D concepts and integrate into the world's major countries of the advanced elements of the automotive industry, integrating the world's automobile ,the usage of scientific and technological resources, together with the FAW Group and the system capacity to process fifty years of technical accumulation, the introduction of a standing international high-end, quality products with world-class car of Besturn. FAW Besturn to the internationalization of the production of advanced technology, spacious and comfortable use of space, safe and reliable performance to win the majority of users.The research papers put FAW Besturn cars for the study, as a senior domestic first own brand car, it has a marketing representative One of leading products of FAW CAR CO., LTD, Besturn series, after years of investment and effort building ,the dealers networks have covered the regions has gone far beyond many other competitors. Now there are 150 dealers, distributing in more than 70 cities across the country. For a long time, the group makes first superiority by the parent company; Besturn became the head of China's self-own middle and high car market. In recent years, Besturn's competitors are becoming more and more powerful, they pose a severely challenges. FAW Besturn sedan in a highly competitive market environment, the market choices for consumers in an increasing number of car brands, because the level of consumer demand, the purchasing power of different levels, as well as China's car market to understand consumer products not in depth. Therefore, a good car brand, in the absence of a good marketing strategy, in order to achieve good sales will be more difficult; especially to obtain long-term market success is even more difficult. Therefore FAW Car, should pay more attention to the development of FAW Besturn brand, channels, organizations, as well as to strengthen the construction of services and increase their market environment to adapt to change and adjust the capacity of its own marketing strategy ,to get a greater market success.Thanks to the quick development of China automotive industry, the sales management research for the automotive market has aroused attention from every aspects and an increasing number of organizations and individuals begin to take to the research of the automotive sales in China market. With their survey of different products and analysis of different consumption ideas, these organizations and individuals help automotive manufacturers design the marketing strategy, build up stronger connections with their clients and promote their competition in occupying the market quota. They also help to promote their level of sales management and bring big jumps to their development by offering them valuable suggestions and applicable plans. With FAW besturn car as an instance, the paper attempts to present the company's successful experience on one hand and their problems and weaknesses on the other hand in their strategies of production, pricing, marketing and distribution based on a survey and a further analysis made on the enterprise itself and its marketing environment, clients and rivals. The paper humbly aims to suggest a suitable marketing strategy for FAW besturn car, which may also function in the marketing of the follow-up models and other products.