MINI Foshan Regional Distributors Marketing Strategy Research

At present, China’s auto market competition has become increasingly fierce, the traditionalprice and product competition has been very difficult to get to work, the focus of the competitionof automobile market has begun to sales channels and brand transfer, especially the channelcompetition has become the many car manufacturers competition important focus, but I many carmanufacturers marketing channel competitiveness overall level is relatively weak, especiallyautomobile dealers competitiveness is relatively weak, distributor management and monitoringcannot be effectively implemented, the marketing channel management pattern backwardness andlack of system problems in under the background of economic globalization has become theenterprise development the important car bottleneck.Mini as a fashionable whole world, personality full of small hatchback, August26,1959bythe British Motor Company (BMC) launched, in more than half a century of history, Mini was agreat success. Old2000Mini stop production, Mini brand new holder BMW (BMW) announcedthe launch of the successor to the Mini car, and the car brands as MINI (all uppercase Englishletters). As a dealer of MINI marketing channel is the important part of the marketing strategy, thesuccess of a direct impact on the growth and expansion of the MINI brand.This paper choose the Foshan area MINI dealer marketing strategy research, using themodern marketing theories and methods to the analysis of the actual situation of enterprises, fromthe angle of marketing mix strategy, through careful market research, more professional marketsegmentation, customer demand for deeper analysis and mining, strengthen MINI after saleservice, the maximum to meet customer demand, especially through the establishment of MINIdealer marketing manager to competitive rating model of incentive mechanism, the distributorshall activities, dealer brand awareness, improve and refine the SOP (SOP) system, strengthencustomer relationship management strategy adjustment and gives a series of marketing strategies,the dealers ’ core competitiveness and market advantages can not only help MINI develop quicklyand obtain competitive advantage in the market, but also the same as the automobile industry inother enterprises and products provide a theoretical reference, find the best marketing strategy andsales model to offer train of thought and solution.Marketing strategies to ensure the smooth implementation of MINI distributors, BMWGroup car dealer should build perfect company system, customer satisfaction, technical supportand other aspects of the implementation of safeguard measures, to ensure that the MINI marketing strategy to achieve the effect of.