| Entering21st century, with the rapid development of Chinese economy andpeople living standard rise quickly, the car begins to enter Chinese family, andcars period is accessing to China. How in the increasingly prosperous and intensecompetition of Chinese car market development, China must solve the problem ofauto manufacturersTian jin FAW Xiali Automobile Co., Ltd(TJFAW)is a new company that itwas recombined by Tianjin Automobile Group and FAW Group. Productpositioning in the economic type of car. Although TJFAW after the restructuring,its development reflects the good development momentum, but can hold themarket, insight into consumer demand, developed in line with the characteristicsof Chinese car market and efficient implementation of the marketing strategy, isthe key to the sustainable development of the future.This paper analyzes the industrial structure of Chinese auto industry, trendsin sales and marketing and other aspects of the status quo, analysis and predictionof the development trend of the future, and the use of marketing theory, from themarket segmentation, target market to the market positioning, market analysis,understanding of consumer purchase behavior, TJFAW on the marketingenvironment specific analysis, finally this paper formulated the TJFAW marketingmix including product strategy, pricing strategy, place strategy and promotestrategy. |
