Research On The Marketing Strategy Of Bow Chuang MINI Brand

With the continuous increase of our national income, consumers dramatically changed their needs and concepts of automobile consumer goods. At the same time, with the gradual expansion of China’s reform and opening-up policy in depth and breadth, the interrelationships and interactions of automobile manufacturers, distributors, consumers and even products itself are changing, which have a long-term effect on the current and future development of China’s automobile market. Then, the study of domestic automobile market is very important. As there is not a foreign mature agent mechanism to refer to, domestic distributors can only learn by doing. Therefore, for many distributors of international automobile brands, the study of how to make and facilitate an efficient and suitable marketing strategy is meaningful and practicing.This thesis takes Bow Chuang Company——one of the BMW MINI’s dealers, as the object of study, analyses both of Bow Chuang’s macro and micro marketing environment, talks about its opportunities and challenges by SWOT, and finally concludes that the most proper marketing strategy for the company is the growth oriented strategy.According to this marketing strategy, the marketing target can be divided into two quantitative indicators:to improve the sales volume of MINI and costumers’satisfaction. With this marketing strategy, also based on the practice of traditional marketing theory, this paper suggests Bow Chuang to take product-orientation and consumer-orientation marketing tactics, including the methods for improvement and the future possible practical results. The relationship of the two marketing tactics is also discussed later.Then, this thesis introduces the supporting measures to guarantee the implementation of the marketing strategy, which includes how to do the planning, how to do the implementation, how to do the assessment, as well as their influence to each other. Besides, this thesis also gives some suggestions on the establishment and improvement of Bow Chuang’s existing marketing mechanism.With the analysis and research on the implementation of marketing strategy of Bow Chuang, this thesis aims to provide useful suggestions for those dealers of international car brands on how to take the effective and efficient marketing strategy and tactics to take the market share and meet the local needs.