Research On The Win-win Strategy Of Harbin QF Mazda Marketing Project

With the rapid development of China’s economy, autos have become one ofnecessary products in everyday life, and automobile industry also has become animportant pillar industry. To be one of important chains of this industry,marketing theory and practice for4S shops are meaningful from both aspect ofacademy and practice.Harbin Qianfeng Auto Sales&Service Co. Ltd. is a4S shop that sellsMazda vehicles, and there is another competitor in this city. This essay studiesthe information of the target consumers, analyzes the relationship betweenconsumers and sellers, the relationship between our shop and X-shop who alsosells the same model; besides, I think using game theory can solve the problem ofextra-competition and could realize the harmonious benefits between differentstakeholders. The reasons and results of the vicious competition between myshop and the X shop are analyzed by the introduction of the Prisoner’s Dilemmain game theory, the dynamic game of complete information, Edgeworth boxmodel, and perfect information bargaining model, cooperative game theory andso on. Based on these analyses, a win-win marketing strategies are designed.The results show that game theory is really powerful dealing these conflictsand cooperations. Game theory really makes important effects on improving thestandard of consumers’ satisfaction, service standard and realizes win-winmarket.