斯巴鲁汽车中国市场营销策略（Subaru China marketing strategy）

斯巴鲁汽车中国市场营销策略（Subaru China marketing strategy） 斯巴鲁汽车中国市场营销策略(Subaru China marketing strategy) Subaru China marketing strategy Release time: 2008-9-10 14:01:40 source: Haina training visits: 804 National professional skills appraisal marketing division thesis Thesis guidance: Shenzhen Marketing Association Haina Training Center The examinee source: Shenzhen huichengyang investment development limited company sales manager Abstract: SUBARU Subaru is Japan's Fuji Heavy Industries Ltd. specializes in automobile manufacturing company. Subaru in 2002 in China signed the first agent, the 2004 Beijing auto show officially released in Chinese listed on the news, after they experienced a series of changes Chinese auto market. In Chinese entered the market soon, brand awareness is not high, the fierce competition in the market environment, how to improve the visibility of the Subaru brand, increase product sales, based on the analysis of the marketing environment of China's automobile market, pointed out that Subaru in the China market strengths, weaknesses, opportunities and threats, finally elaborated Subaru's target market strategy and marketing mix strategy. Keywords: Subaru, marketing environment, target market strategy, marketing mix strategy I. Introduction SUBARU Subaru is Japan's Fuji Heavy Industries Ltd. specializes in automobile manufacturing company. Shenzhen huichengyang company is Japan's Subaru (SUBARU) in Shenzhen, the only car dealer, is also in the first Subaru car dealers. The supply in the business of Subaru motor vehicle sales, customer service service, spare parts for 6 years, the company huichengyang fully understand the characteristics of Subaru target customer groups, and on the basis of operation of Subaru automobile 3S shop, the establishment of the Shenzhen City Department of Fort automobile service company, mainly engaged in auto parts sales and a professional Subaru Chinese Rally Team, and actively participate in China's group N rally game, got excellent results. Facing the fierce competition and policy control of China's auto market, the arrival of 08 years has brought a new environment for global energy shortage and stock market chief changes. How can we combine the various resources and advantages, and carry forward the Subaru brand in China? This paper makes a detailed analysis of the marketing strategy of Subaru Automobile China market. Two. China's auto market (1) market overview China's car market is large, and by the end of 2007, car sales were about 4 million 800 thousand vehicles. Market demand also maintained a relatively fast growth rate. 2007, an increase of 23.5%. On the whole, there are many factors that affect the car market. For example, the Olympics approaching will help stimulate car consumption, while the decline in the stock market will have a negative impact on car consumption. The international raw materials such as crude oil, steel prices, the rising cost of inflation, monetary tightening also led to rising corporate financing costs and other factors will bring greater cost pressure to the enterprise. However, the increasingly fierce competition in the car market has hindered manufacturers from raising prices. In addition, the proportion of young people buying more and more cars, the difference in consumer habits of different age groups, requiring automobile manufacturers to pay more attention to this change. (two) competition pattern With the rapid development of Chinese economy, with "private car" is no longer a distant dream and many consumers, already has a "private car" to consumers when buying a car, not only consider the "food and clothing", "car" is a symbol of identity, personality, taste etc.. Business philosophy of automobile enterprises in the world there are basically two ways, one is like General Motors, Ford, Volkswagen, TOYOTA, Honda, for the general public through the production of models, and let all the models share the production platform, sharing parts as far as possible, consumers buy this kind of vehicle more to the purpose of travel, customer service service relatively easy. Another is like Mercedes Benz, BMW, VOLVO and Porsche as the advanced and unique technology, the pursuit of the ultimate product of the quality, Consumers buy these brands of models, most have bought a car, but also have some economic strength, and when buying a car, consider the basic needs of their own needs and personality. Subaru chose the latter, the latter is mostly imported cars in the price of domestic car competition is not so fierce, but the core technology of their products and the development of new technology as the main direction of competition. The target group analysis and market positioning, Subaru three (I) target group analysis Subaru consumer groups are some understand the car, car, strong personality, have their own opinions, not love follow the crowd, they require very high quality products on the inside, focus on technical content, car like sport, the pursuit of security, enjoy excellent driving experience, and has a solid economic foundation but not love successful publicity. (two) market positioning Subaru's target customers are most concerned about the vehicle safety and handling. The current market models are mostly two car accident, the driver is more difficult to control the vehicle safety, mainly to airbags, frame structure and electronic configuration method of security, but these measures are basically safe protection to human body after the accident, driving safety and protection is passive the. The core technology of the system of Subaru's horizontally opposed engine and symmetrical full time four wheel drive combination, control than the two drive more advantages, easier to reach "the truck" effect, to meet the safety of vehicles and drivers, driving the initiative to avoid accidents. So, for the target market, Subaru's position is: "active safety, active driving". The analysis of SWOT four, Subaru (1) analysis of advantages 1, at present our country market sales of Subaru cars, and in the UK, Germany, France, Switzerland and other countries using the configuration, technical content as Subaru automobile, are "European version". This makes Subaru compete with Japanese cars in product advantages. 2, because the share of Fuji heavy industries aerospace sector some of the material, technology and automotive division of Subaru, then WRC (WRC) verification, finally use to civilian vehicles, real materials and high technology content conquered its adherents. And Subaru's championship results in WRC for several years have also affected a large number of Chinese and foreign fans who love motor sports". 3, from the about 200000 to the about 600000 Subaru car car is the four wheel drive, controllability and safety than the two car has a great advantage, but the domestic market of 90% cars were two drove, even with the four wheel drive, the market price is generally the lowest in about 400000 to. 4, the rapid development of China's economy and automobile market has led to the transparency of international information and the arrival of the era of personalized cars. Subaru's target customer groups to cater to the development trend of the market, is gradually with international standards. According to statistics, Japan's Subaru store customers, 60% is back. (two) inferiority analysis Verify 1, import car tariffs, stock car parking space rental and imports 3C and other taxes and other costs, making imported cars when the price war with the similar domestic car, stand on the weak side. At present, the oil price rises and car loan limit, so that the already Chibidaigou consumers to a wait-and-see attitude, caused by the backlog of stock car. 2, from the beginning of 2002, Subaru in the China market, 2004 officially announced in 1990s to enter the Chinese market, compared to TOYOTA, Honda and GM, Volkswagen brand in the Chinese, Chinese visibility is very low. 3, the Chinese people's consumption concept, spend the same money to buy bigger, more affordable, more rich things. But Subaru's car in a safe, flexible driving, control, so the body is relatively small. And because manufacturers will be too much cost in the car manufacturing technology and materials, so, such as DVD, audio and other rich configuration is not perfect. (three) opportunity analysis 1, affected by the international information transparent, the China auto market consumer groups increasingly rational, unlike 5, 6 years ago, only pay attention to the vehicle exterior and luxurious configuration, mostly automotive products such high repair rate, poor economy and durability. And now the car consumer also see the inherent quality of foreign automotive products, gradually, and for the domestic automotive products, materials, design, technology, technology, modernization and other higher requirements. 2, with the development of economy, the consumption groups of automobile products in China tend to be younger. These consumer groups focus on international network information, the pursuit of personalized products, like sports, is a group of Subaru product sales target customer groups. 3, foreign car culture and products gradually into the market for Subaru Chinese, love these understand the car, car, car on the technical content and driving experience of customer groups, with car modification, is conducive to the diversification of sales of Subaru products. (four) threat analysis The rapid development of China's economy and automobile market has led to the transparency of information and the coming of the era of personalized cars. Luxury car brand a lot before only in foreign countries and in the streets to see the show, has continued to China. The market has now entered the Chinese TOYOTA high-end products Lexus, Honda, Acura Nissan high-end products for high-end products such as many brand Infiniti, previously only let the fans in the car magazine "fancies", these sports based personalized high-end car brand is also optimistic about the market China. Subaru has more competitors. Five, Subaru's problems in the Chinese market Subaru China in just four years, a total of nearly 90 outlets of the 3S or 4S stores in the domestic capital city and city with developed economy at present, for the target customer group compared to the personalized brand of Subaru, the ideal channel strategy. But for the products, price, reputation of Subaru, mainly has the following problems: First of all, car for the younger consumer groups, how to conform with international as soon as possible, a variety of products, for different customer groups to provide more products to choose from, another way is to improve the overall sales of Subaru. Secondly, in the face of younger consumer groups and fierce competition in the market, the higher cost of imported cars, how to earn a profit in order to maintain the balance between sales and cost, improve the competitiveness of Subaru products, the enterprise is difficult problem. Third, Subaru automobile brand officially entered the China market for only four years, how environmental factors influence in the fierce market competition and many aspects, improve the visibility of the Subaru brand, the key is to increase sales. Six, Subaru China market marketing strategy In view of the problems that Subaru faces in the Chinese market, the following suggestions are made on the analysis of the products, prices and promotion strategies. (I) product strategy According to consumer demand Car Buying different, Subaru models are divided into two categories: car, SUV. The car is divided into sports sedan Impreza and business car legacy; SUV is divided into SUV forest, City luxury SUV Chi Peng and outback wagon. At present, Subaru just in China market introduced many fans long-awaited sports sedan Impreza STI version, upgrade the refit. Subaru has a small car R1, R2 series, Japan and Hongkong is currently only available in the market, while the purchase of small driving policy and popular trend for domestic Chinese, entering in the second half. According to the market sales of major brands have launched high-end products, sales and Impreza STI version, one after another the other models in the STI version of the introduction of Chinese, in order to increase the competitiveness of high-end products. (two) price strategy At present, Subaru's sales in the Chinese market are still in the "introduction period" of the product. In order to make the product more competitive, it is recommended to adopt the competitive pricing method. Such as: City SUV, forest man pricing, You can refer to competitors Honda's CR-V, TOYOTA's RAV4 pricing. (three) promotion strategy The promotion goal is to improve the visibility of the Subaru brand, market positioning key propaganda "active driving, active safety". Because of the characteristics of Subaru products and target groups, popular car brand propaganda media, such as television, radio, outdoor advertising is not necessarily suitable for Subaru brand promotion, can be considered from the following aspects. 1, can participate in some of the major domestic auto show, and with the corresponding preferential or gift activities for promotion; 2, may participate in the community or the large-scale market tour, through the sales staff's explanation to promote Pin; 3, because love Subaru people are love motor sports people, many customers are happy Huan to their car more or less modification and installation. The display car can be combined with fine products to be upgraded into an upgraded version to promote the customers' desire to consume; 4, the organization titled "Subaru security test experience" activities, with newspapers, radio propaganda, exhibition hall display X frame are introduced in the form of sales promotion. 5, through the client introduction of friends or family, the success of Car Buying gift after the form of promoting sales rebates. Seven, summary Subaru is not the whole production line manufacturers, also do not need to satisfy all customers. It is only for specific customer groups, to provide the most satisfactory service for the customers and develop new markets, Subaru will regard as their mission. Previously, Subaru has been the market focus in North America, Europe and Australia market, began to expand to the Asia Pacific region after 1999. In 2004, the company came to the Chinese market, facing the fierce market competition and policy changes, and now it has to face the new market competition and the impact of energy and environmental protection. How to improve the visibility of the Subaru brand in the China constantly under pressure to make more Chinese feel Subaru brand culture, we can only continue to study for Chinese consumers Subaru sales road.