Optimization Of F Motor Company’s Marketing Strategy

The follow-up impact of the global economic crisis are still continuing， thetesting of the world automobile industry is not over yet. Continuing trend of risinginternational oil prices makes the consumer environment of the automobile companiesto become more not optimist. The high oil prices and poor financial environmentaffects not only the decline in consumer demand for cars, but also had a huge impacton the financing and sales of the national automobile companies. North Americanautomobile giant General Motors, Chrysler and Ford are being the brink ofbankruptcy, car sales in Europe also fell sharply, the Asian automotive industry leaderToyota was the first loss in71years, South Korea’s five auto companies are alsofacing product’s cuts. Therefore, studying the optimization of the corporate marketingstrategy and making the good marketing mix strategies that adapting to the externaland internal environment of the company is a good solution to solve the affects of losssales of the automotive industry. Under the international market environment that issuch an adverse situation, it’s an effective way to make a breakthrough for the globalautomobile companies. It is both a realistic and urgent international issues for them.The study is under the back of F Motor Company. Firstly we introduced somerelevant theory of the marketing and some characteristics of automotive marketing,then under the combination of F Motor Company ’s current situations with themarketing theory, we emphasis analyzed the characteristics of the consumermarket-buying behavior, then we used Five forces model to analyze the F MotorCompany ’s competitors environment, then we used SWOT model to analyze F MotorCompany ’s advantages and disadvantages of the internal resources and theopportunities and risks of the external environment, then we made some conclusionsthat’s for making a preparation for developing an appropriate marketing strategy for FMotor Company; Then based on the principles of the marketing mix strategy’soptimizations, we developed a specific marketing mix strategies for F MotorCompany, besides we described two kinds of the current popular automotivemarketing strategy, they are the experiences of marketing and services marketing.Finally, we provided some references and appropriate safeguards about implementingof optimized of F Motor Company’s marketing strategy.