The Research On Marketing Strategy Of Big Client Operation Of FAW Mazda Motor Sales Co., Ltd.

China is to the advantage of more than 300 for the first time in 2009 surpassed the United States, to become the world’s car production and sales for the first power. But as the world’s leading companies to enter the Chinese market in succession, and the growth of the domestic car companies, production capacity has greatly more than 2015 cars in 2015, and sales is only 24. 5 million, overcapacity is a foregone conclusion. In addition, China’s GDP growth rate in 2015 fell below 7% for the first time, and only 4. 7% of car sales growth. Car companies in our country is faced with many competitors, macro economic downturn led to lower demand, overcapacity reality, etc. How can you survive in the fierce market competition and healthy development has become the auto enterprises focus on the topic.Under this premise, the big customer marketing arises at the historic moment, and the more enterprise focus on the original. Car companies began to attach importance to big customer marketing, means it from the original "product oriented" to "customer oriented", And this change is the essence of big customer marketing.FAW Mazda Motor Sales Co., Ltd.(Hereinafter referred to as "faw Mazda")is a subsidiary of the faw group. Although the company set up in the early development soon,due to the recent years with the deterioration of the competitive environment and affected by their own problems, development speed is slow or even negative growth, enterprise management bottlenecks. So how can you survive in the cruel market competition and maintain sustainable development, how to break through the inherent marketing thinking,change the marketing mode, improve customer marketing ability, is an important task to faw Mazda.Now I’m in the big customer marketing management work of the faw Mazda with three years working experience in marketing, I have a keen interest in the study of large customer marketing strategy. Based on this, this paper uses case analysis, empirical analysis, SWOT analysis and others to study the big customer marketing strategy of faw Mazda. I hope can be of the same industry or related industry for large customer marketing.This article has six chapters. The first chapter includes the purpose, the background,and the meaning of this article, analysis the domestic and foreign research present situation,elaborated this article research ideas and methods. The second chapter of this article involves the related theory are introduced. The third chapter mainly through to the faw Mazda marketing environment and big customer marketing management system, the paper analyses the present situation found big customer marketing problems at present stage. The fourth chapter mainly based on the above analysis of faw Mazda big customer target market selection and positioning, and in view of the problems found in making the big customer marketing strategy. The fifth chapter mainly introduced in order to guarantee the successful implement of big customer marketing strategy need to develop safeguards. Chapter 6,summarizes the research results of this paper, and the limitations and future research emphasis of this article was discussed.This paper analyse the marketing strategy of big client operation of FAW Mazda Motor Sales Co., Ltd. for the first time on the basis of faw Mazda’s existing model system. This can also provide a certain reference for the other car companies set up their own big customer marketing strategy. This, no matter from the practical level or at the theoretical level, all has the dual significance. It can further the exercise at the same time of the author’s two-years-study of MBA, and digest the management of learning knowledge ability.