Southern Yamaha Motor Co., Ltd. Marketing Strategy Research

Along with the development of motorcycle industry of China, the competition in markets becomes more and more fiercely. So every manufacturer has to seriously consider how to keep the predominance in the competition.As a Sino-Japan joint venture, Zhu Zhou Nanfang Yamaha Motorcycle Limited Corporation had made a good marketing achievement while it was set up. At that time, its particular marketing model was so resounding that many enterprises came to study. But since 1999, situation has changed, and its marketing achievement has gonedownhill.According to the new marketing conception ?Integrated MarketingCommunication, the article makes a system analysis and research of the marketing strategies of Zhu Zhou Nanfang Yamaha Motorcycle Ltd., Co., and find: the products' capability and quality of Zhu Zhou Nanfang Yamaha Motorcycle Limited Corporation has already satisfied the customer's needs and wants. But the price is more expensive than the cost to the customer. Its marketing strategies are short of agility. And the communications between the company and the customer is not fluent.So, Zhu Zhou Nanfang Yamaha Motorcycle Limited Corporation should improve its marketing capability in order to improve its competition capability. It can adopt the following methods, such as: attaching importance to customers' needs and wants; producing motorcycle that customers want to buy; enhancing the control of district market; using kinds of sell terminal, improving the communications between the company and the customers. Thus, the company could keep the predominance in the competition, and develop continuously and steadily.