Study On Marketing Strategy Of FAW Mazda RuiYi

In recent years, China’s automobile production and sales has seen a rapidproduction and sales growth. From2001to2011, China’s automobile Production andsales has surged from2.34million to more than18milion.And the number ofautomobile enterprises also has been a rapid growth, in2010, it was13600. Thefierce competition between automobile enterprises, especially in the wide prospect ofmarket, profit space large passenger car market, has made the automobilemanufacturers rushed to the introduction of new models, and constantly improve thequality of products, through the joint venture and technology cooperation andindependent research and development etc. At present, in the market segment,mutual for rival brands and models in quality and price are no big difference. Theautomobile enterprise realize that the effective methods to increase sales is theprecise location of target customer base and interest points.,and take the appropriateway to make product selling point transfer in place, to set up product and customercommunication channels, make the product itself and the customer demandreasonable matching. It make the correct marketing strategies in the unprecedentedimportant position.The purpose of the paper is to study and formulate Mazda wing car marketingstrategy, combined with STP and other modern classical marketing theory, analyzecustomer car consumption behavior and precise target market，using SWOT, PESTanalysis method and so on，by researching Mazda Core-wing product features andmarketing present situation and comprehensive consideration of the internal andexternal environmental factors., the paper will put forward effective suggestion for Mazda Core-wing marketing activities. This paper will make the consumer behavioranalysis as one of the key part, and expound in detail the customer base demographycharacteristic, psychological characteristics, and the behavior characteristics ofbuying car. And this is also conform to the present marketing work general trend topay more attention to the investigation and the analysis of the law.The results of the study show that:(1) compared with the same level of the car，the Mazda Core-wing performed very well in in handling, dynamic, modellingdesign, safety and fuel economy.(2)When choosing cars,security, brake,maintenance, quality and design are the main consideration, and the factorsprompting customers to make a purchase decision is design, acceleration andhandling,so Mazda customers prefer a2.5L large car.(3)The customs’ principalmotivation is to make a car as transport.(4) The vast majority of customers get theauto market information from Internet, newspapers, magazines, friends and family,and automobile sales staff.And the4S shops are the most important channels to buya car.(5) The Mazda6is one of the competitors of the Mazda Core-wing, thecustomer base of the two models cross, in the follow-up of product planning andmarketing should be focused on solving this problem.Therefore, this paper will make targeted marketing proposals and focus on fiveaspects from product pricing, sales channels, advertising, experiential marketing andfinancial support. And this paper will describe the specific approach and the basisof the selected marketing strategy to effectively enhance Mazda Core-wing sales.