Market Competency Research In Faw Group's Minisize Commercial Vehicle

In 2008 by the U.S. subprime mortgage crisis triggered in the global economic crisis has had a profound negative impact on world auto market. The Chinese government expand and stimulate domestic demand, that response to the global financial crisis, In early 2009, a series of strong policies and measures have greatly spurred the rapid growth of auto consumption and promote China's auto industry and the rapid development of automobile market. In 2009, China has replaced the U.S. as the world's largest auto market. The world's auto giants are becoming more concerned about China's automobile market, and China's automobile market will become increasingly fierce. Business growth by industry to achieve its sales growth is no longer possible that the company can improve sales by constantly striving to achieve greater market share.2009 auto market could describe as "blow", in which mini-commercial vehicles (mini buses and mini trucks) growth is more obvious, in 2009 annual sales of about 2.456 million, up 72.4%, which was sold in 2009 the fastest growing car market segment. China's major auto manufacturers have expanded production capacity of the existing mini-commercial vehicle or enter into a new mini-commercial vehicles field. The next few years the production capacity of micro commercial vehicle break 4 million, and the degree of competition mini-commercial vehicle market will be particularly intense.FAW Group is the birthplace of the Chinese auto industry, which witness the development process of China's automobile industry. Currently FAW Group is being achieved independence in 2011 one million, and achieve three million in 2012 that the overall goal of launching impact. But also FAW Group has the competition from international and domestic impact and faces the more serious competitive pressures. Compared with Dongfeng Group and the reorganization of Changan Group, FAW Group's mini commercial vehicles is also relatively weak. How in the field of micro-commercial breakthroughs and achieve their impact goals will be a major task that FAW Group faced with.In this paper, author survey the competitiveness of FAW Group's micro-car, from the sale of satisfaction, service satisfaction, product performance and product quality satisfaction to the user experience aspects of the performance of the four quantified for each brand and model merchandise comparing competitiveness. Through its own and benchmarking the competitiveness of enterprises improved performance compared to find the direction. Combined with mini-commercial vehicles in China and China Development of micro commercial vehicle current competitive landscape, drawing on marketing theory related to using the model of consumer purchase decision behavior analysis, market research model, 4Ps marketing mix model to make the current FAW Group mini commercial vehicle marketing system, improve customer satisfaction, enhance the competitiveness of enterprises.