Automobile on all corners of the country.

By many European and American automotive media said it was “by far the best in the world automotive market, mid-range saloon,” the Mazda 6, with Zoom-Zoom as a strong driving force, is the essence of Mazda brand representatives. Mazda said consumers in general, first thought is a horse 6, the Mazda’s own brand awareness is very limited. It is particularly different from the many co-branded positioning, so that the audience is difficult to differentiate between the true meaning of the brand.

Products from the current pattern of point of view, the formation of Mazda in China’s three major vehicle production bases; that the FAW Car Company in Changchun production MAZDA6, Hainan Mazda Familia production of Premarin and the Changan Ford production MAZDA3. Three kinds of products are in fact the composition of the pattern of low high school, in which six horses bear the main load Mazda brand power, the hippocampus and the Changan Ford belong to the enjoyment of sex and promote products.

Mazda 6 in the European market due to the success of performance, let quality and elegant brand image enjoys popular support, as well as a part of goods, most of the audience generally felt that horses are a passion of six vibrant high-end brands. Changchun FAW Mazda is more recognized, Changan Ford’s horse and hippocampus 3 audience awareness of the audience on the far too small. Just think, Ma 6 is certainly a good brand, but it can bring so many products?

Facts have proved that the strong brand power horse 6, the Mazda brand brings a new level; Changan Ford’s channels take this chance to solo with the hippocampus, were indicative of the strength of a strong Mazda brand. Horse 3 Horse 6 through the channel trend, it seems a good choice, but as it is not a production of some effect on the relationship between ownership, horse 3 horse 6, compared with the sales system, the lack of systematic approach; For example, in phases, the MA 3 Time is slow, and the procedures are cumbersome, it is better supporting horse has its own six financial companies, one-stop service, quickly and conveniently. Therefore, take up horse 6 Horse 3 channel advantages, but marketing tool is not complete, it is easy to sell horses six interception. Status horse 3 is Changan Ford’s products, how much in the consumer mind some impact. While the hippocampus after the solo, its subsidiary brands, has been taking the low road, so they formed a horse to go up, represented by six products, and the hippocampus was walking down the represented products, horse 3 is strongly up by, However, as channels battle, MA 3 almost become a victim, and now out of a horse 5 can be regarded as their own channels, pioneering markets.

The interests of the game for four Sanhua Mazda brand, the lack of an effective integrated management, so this has a good image of the Mazda brand, subject to no small injury. 3 pairs of horses is a kind of audience perception of the hippocampus is a kind of cognition, six pairs of horses is another kind of cognition. Because it is production and sales channels is “Liangzhang Pi.” Brand recognition and channel differentiation on the mashup phenomenon has allowed the Mazda brand awareness on the conflict is increasingly apparent.

Changan Ford’s production of Ma 3, from the cost point of view, but also support the characteristics of Mazda brand, at least on the exterior and interior, with horses not far from 6, while the hippocampus is another quality, and basically the horse 6 Quality is a conflict. In fact, the hippocampus although the Mazda hung a sign, but with six horses set up far cry from the Mazda brand image can be said that the hippocampus after the solo, its own sub-brand has not been established, but the use of Mazda’s brand power in the survival of Now, it affects the audience on the Mazda in the high-end brand image recognition.

In fact, the horse with 3 horses 6 channel sales, originally intended to be strong with six horses to increase their product sales, has resulted in there being three horses managed embarrassment. Although in the same channel sales, but the recognition level of the audience is completely different. Because there three channels of the plight of horses are Changan Ford has launched five rescue horses, Mazda brand a bit more chaotic. Fortunately, horses 5 to be launched is suv, or the number of new types of products, the situation will be much better.

In the eyes of Changan Ford may be Fox, carnivals, and 08 new Mondeo is the main section, Ma 3, by brand and channels, as not effective, than a child born again to launch five horses, that is, chaos point, is better than Horse 6 was better controlled.

Mazda complex joint venture and cooperative relations, so that the overall management of Mazda’s brand missing, as well as become blurred, at least for Chu Shi audience a greater impact.

The three companies jointly owned Mazda brand in the lack of effective integration of channels, in particular the brand positioning is not the same level, forming a Mazda brand phenomenon of more fighting each other, we must rise to China’s head of Sales Corporation, Mr. Yoshida wide attention .

Author: Zheng Xin