Research On The Application Of Word Of Mouth Marketing In The Besturn B70 Market Promotion Of Faw Car

FAW Car Company is subordinate to FAW Group which is one of the companies which develop the self-owned Brand car. It is in charge of the production and marketing of Hongqi, Besturn and Mazda. Among these Besturn B70 and B50 is self-owned Brand, which have already stood still in each market.However, as is known to all, our automobile industry especially for the car is far behind the advanced ones. Though, the car industry begun from 1950s, there is a long distance to the famous ones due to the nation conditions and other elements. In order to promote the national auto industry, the research and production should be promoted. Meanwhile, the car marketing is of the same importance.Therefore, the theory and development on the word of mouth marketing is described. At the same time, their application in car industrial is also analyzed, which shows the word of mouth is important for the car marketing.Next, the customer character of the whole market is discussed based on the customer behavior and information, which shows the word of mouth marketing has great effect on the car customers. Then, focused on the Besturn 70 the customer character is analyzed, which interprets the customer takes word of mouth as a very reason for decision making. Afterwards, the status of word of mouth marketing in Besturn 70 is explored, the questions are also suggested such as lacking of the concept of integrating word of mouth marketing, single sales platform, single form, single product series, the low ability of dealer.In order to lead the word of mouth in Besturn 70 marketing, the background of group, brand basis and customer character is introduced, which proves it is very significant to do this. Then the basis and elements of word of mouth marketing is analyzed, and a new Besturn 70 sales mode is provided which includes taking the starting as the beginning, through the medium platform and its channels of communication, transmitting the word of mouth information to the target customers.Finally, the scheme of integrated implementation of word of mouth marketing in Besturn 70 is put forward. First of all, based on the actual implementation situation of B70, quality making the Besturn, service helping the Besturn, emotion focusing Besturn is taken as the word of mouth. Then, it is very necessary to manage the word of mouth scientifically. Specific measures are as follows, Strengthen information research work, Perfect customer relationship maintenance system, Perfect sales service terminals information feedback function. Next, to implement the communication of word of mouth, we need to construct the Besturn 70 network sales platform, explore the traditional sales modes such as public relations and advertisement, and establish the Besturn 70 owners'club. Finally, aiming at the negative word of mouth, the rules and measurements of managing the crisis is provided.