Looking at the automobile market in China, it is difficult to support the huge market demand only by 1-2 brand at the beginning of development. The Chinese nation is a traditional and conservative nation. It was the voice of the First Opium War that opened the door for China to close its doors. The subsequent Westernization Movement became an opportunity in the history of modern industrial development in China. From then on, the national industry began to combine Chinese and western, which is what we now call Sino-foreign joint ventures. In order to accelerate the pace of domestic industrial development, China people borrowed "takenism". The modern automobile industry, China automobile market, still needs to be "imported". At the early stage of development, Sanda, Jetta and Fukang were once invincible because of their large market capacity. The scene where the buyer is a grandson makes the manufacturer taste the sweetness of "bringing it", 10 year. It is this "introduction" that hinders the development of independent brands to a certain extent, which leads to a single brand erecting the banner of building a national automobile brand after 10, and it is inevitable that it is weak.

Things are dialectical. There are winners and there are losers. With the passage of history, the automobile market in China is getting bigger and bigger, and the expanding consumer market requires ever-changing automobile products, and the old products with little change will slowly be submerged in the trend of historical development. Joint venture brands and national brands have sprung up everywhere, and words such as joint venture, technology introduction and independent research and development have emerged as the times require. According to the sales statistics of China automobile market, 80% of the automobile market share is occupied by joint venture brands, which are eager to try the China market. The masses who have made a lot of money are not satisfied with the current market performance, and attempt to continue to seize the China market with the strategy of "North-South Mass". Not to be outdone, Toyota, General Motors, Ford, Citroen and other international companies are seeking benefits in China. Tianqi, which is famous for its mini-cars, has been expanding its position in the mini-car market. Its products, Li Xia and Chery Automobile, have created the myth of sales in China. At this time, there was a blowout in China's automobile market. As soon as individual models are listed, they are labeled as "raising prices and raising cars", as if all consumers are irrational consumption, and the automobile industry is called "violent industry". China's auto market is booming. In the past, it seemed to be a luxury of government transportation, but now it has become a means of transportation for ordinary families in China. How long will this prosperity last? I think the answer given by people who make money by car is definitely forever.

It seems that nothing can escape the historical law of ups and downs, and there are often unknown contents hidden behind the prosperity scene. The infinite increase of automobile manufacturers, the saturation of market capacity, the decline of product quality and other factors have caused a group of manufacturers who have "automobile dreams" to fall off. After the blowout, the market returned to calm, and failed enterprises began to sum up lessons, but the noisy auto market was not quiet for this. According to the old saying of FAW-Volkswagen product line, Tianqi began to encounter the bottleneck of automobile market, and automobile manufacturers began to seek new profit sources. Groups of new cars are constantly appearing on the market. In 2005 alone, 1 had more than 80 new cars listed at the top and bottom of the table. Consumers seemed a little insensitive to the listing of all kinds of new cars, and became more rational after market practice. The development of the automobile market is forward, the market needs more adventurers, and the automobile market will always be a paradise for adventurers.

If there is a big China market, and hundreds of automakers are fighting each other, it is still too early to draw a conclusion about who will win in the end. However, judging from the history of world automobile development, the final automobile market will be monopolized by several major brands. Whoever can stay will win the final victory. No matter how China's automobile market develops, it is a long way to go for automobile manufacturers, but for Chinese people, we all hope that China's independent brand form can become one of the national automobile industries in the world as soon as possible.

Second, China automobile market environment analysis

1 and 2004 can be said to be the key years for China automobile market to truly enter the brand era. This year, China's automobile industry was like a big drama: ups and downs, vivid plot, laughter and tears, ups and downs, all without warning. In the first quarter of 2004, the sales volume of passenger cars increased as high as 465,438+0%, but in May, the growth suddenly slowed down and everything suddenly reversed. After July, the monthly growth is basically zero or even negative. Once, enterprises tried their best to increase production to meet market demand, but now they suddenly found overcapacity. For an industry with great influence and long industrial chain, the sudden sudden braking can be imagined.

2004 is a crucial year for China automobile industry to truly enter the brand marketing competition. When manufacturers are enjoying the dream of huge profits in the era of automobile product marketing, people who are used to a good life should gradually enter the era of real brand marketing competition-natural selection, survival of the fittest. The strong will always be strong, and the weak will die. For vehicle brands, the pattern of internationalization of domestic competition will really take shape, and enterprises with strength, knowledge of management, good products, real understanding of consumer insight and good brand marketing operation will survive.

For China autobots who have ideals and establish their own brands in China, the harsh competitive environment makes their dreams more difficult. I am glad to hear that Chery Automobile is very popular in the Egyptian market, and the plan to export to the United States has begun, which may be the dawn of the development of China's own brand.

When the Olympic Games come, Beijing Olympic Games is a big event! For the people of the whole country, this is an opportunity to publicize the culture and strength of China, and for the automobile enterprises, it is also an opportunity to publicize the corporate brand culture. However, the impact of the Beijing Olympic Games on China's automobiles seems to be more than that. Beijing Olympic Games advocates green Olympics, and environmental protection has become an important theme. There is no doubt that the widespread use of environmentally-friendly cars and the comprehensive instillation of environmental protection concepts in cars will become a major feature during the 2008 Olympic Games. This will greatly promote the application level of automobile environmental protection technology in China. In particular, this is also a good opportunity for the development of new energy vehicles in China. According to the promise of "Green Olympics", during the competition, all vehicles for athletes, special vehicles for Olympic venues and some public transport vehicles will use electric vehicles. According to experts' prediction, in 2008, the demand for electric vehicles in Beijing market will reach 200,000 to 400,000. In addition, some experts also believe that the Olympic Games will probably give birth to the rapid arrival of China's automobile society. It is reported that five years after the Japan 1964 Olympic Games, what is the sales volume of private cars? Four times, eight years later? Six times. Of course, this is the positive role of the Olympic economy.

However, for China's automobile market, the short-term promotion of the Olympic Games seems to be little. Some experts believe that for the Beijing auto market, if the single and even number restrictions are implemented, environmental protection regulations will be tightened rapidly, and automobile consumption may also be affected. During the Olympic Games, Beijing will restrict the travel of government buses and high-emission vehicles and encourage the public to give priority to public transport. By then, the traffic volume will be reduced by 20% to 30%, and the total number of vehicles will be limited to 6.5438+0.2 million. Cars that do not meet the requirements of environmental protection will be restricted. Next year, Beijing will take the lead in implementing the national IV standard, and different standards will be adopted at the same time throughout the country, which will also increase the production costs of automobile manufacturers.

In addition, the direct impact of the Beijing Olympic Games on the national automobile market is limited. Due to the uneven income levels of residents and different levels of economic development, it is difficult for the Olympic effect to spread to the whole country for a while. Therefore, some experts believe that the Olympic Games has a great impact on countries with high dependence on foreign countries, but it has limited impact on countries that mainly rely on domestic demand. China's automobile industry mainly depends on the support of the domestic market, and the influence of the Olympic Games seems to be less intense. How much impact can the Olympic Games have on China's automobile industry? It seems that we won't know until August 8.

3. Self-owned brand cars. Self-owned brand automobile enterprises have noticed the problem of improving brand image and product image since 2007 or even earlier. Chery (parameter configuration gallery), Geely, Brilliance and other independent brand car companies, after several years of rapid growth, began to notice the impact of corporate brand image and product brand image on enterprises. Some people vividly call this upsurge of brand promotion the brand upgrade war of independent brands. On the one hand, after years of development, independent brand enterprises begin to emphasize brand relevance, on the other hand, it is also related to market pressure.

In 2007, the market share of self-owned brand cars declined. In June, 2007, 65438+ 10, accounting for 26% of the total sales of autonomous vehicles, and 165438+ 10, accounting for 23% of the total sales of automobiles. Chery, Geely, Brilliance, Great Wall, BYD, including SAIC and other independent brands all showed a downward trend. Only a few months ago, the market share of self-owned brand cars was close to 3 1%. However, since the second half of 2007, the scenery of small-displacement vehicles has ceased, and the sales volume and market share of independent brands have both declined.

Faced with the trend of decreasing market share of independent brands, many people in the industry believe that the key to the problem is that independent brand car companies often start from low-cost operation, develop and struggle by themselves. The models produced are often mainly low-priced middle and low-priced cars. Once the low-end market fluctuates, independent brand cars will be affected.

Third, the automobile market STP marketing strategy

With the development of China's national economy and China's accession to the World Trade Organization, the changes in domestic and international environment have brought new challenges and opportunities to China's automobile industry, and the automobile marketing industry is also facing huge market opportunities. There are many theoretical methods of automobile marketing, and STP marketing strategy is one of them.

1. Automobile market segmentation

Market segmentation means that enterprises divide the whole market (that is, all users) into several user groups (that is, market segments) with some similar characteristics according to the diversity of market demand and the differences of buyers' behaviors, so as to implement target marketing strategies and tactics.

Every product has a buyer. Due to various factors, different buyers have different needs, and it is impossible for any large enterprise to fully satisfy them and provide effective services for all buyers. Therefore, every enterprise should segment the market according to certain standards, determine its position in the market competition, and do a good job in sales. The key to its brilliant success in the American market is that Honda Company of Japan has successfully used the method of market segmentation to make its motorcycles occupy a place in the United States, expand the target market, formulate differentiated marketing strategies for different target markets and carry out targeted marketing. Honda's target market is strategic or differentiated market strategy: at that time, American motorcycle companies only targeted at professional drivers and people who like motorcycles, but Honda realized the potential customer needs and actively adopted various ways to develop these customers. Through advertising, people's prejudice against those "motorcyclists wearing empty black leather jackets" is first diluted. Repositioned the position of motorcycles in the eyes of Americans. Moreover, the characteristics of convenient, safe and economical means of transportation attract potential consumers, and the key to marketing is to make them feel at ease and use motorcycles with peace of mind. In Honda's market segmentation, from the perspective of consumer market, it is mainly based on factors such as age, personality and interest.

2. Target marketing

In modern marketing activities, not all environmental opportunities are equally attractive to any enterprise. Because of the limited resources and in order to ensure the effectiveness of resources, the marketing activities of enterprises are bound to be limited to a certain range, and the specific service targets are determined, that is, the target market is selected. Enterprises choose the target market on the basis of market segmentation. By analyzing the degree to which the needs of market segments are met, we can find those unmet needs and determine the services provided for those market segments accordingly.

Take Honda's motorcycle market in the United States as an example: during World War II, according to the characteristics of the new generation, on the basis of market segmentation, I believe that products that pay attention to young people's individuality will surely become popular and launch corresponding personalized products, which has achieved great success. During the Vietnam War, due to social reasons, the market demand changed dramatically again. At this time, Honda turned its target to women. On the basis of women's demand, it modified the price, weight and appearance color of motorcycles and won the market for the second time.

From Honda's successful entry into the American motorcycle market and great achievements, it can be seen that after analysis and measurement, Honda chose the differentiated marketing strategy and applied the SPT marketing strategy. Although production costs and marketing expenses will increase accordingly, it is an indisputable fact that Honda has achieved great success by using market segmentation and differentiated marketing strategies! Since then, no Honda company has successfully promoted Honda to the American market by virtue of its successful experience in motorcycle market, and has also adopted a market segmentation strategy, which is deeply welcomed by American consumers with its advantages of energy saving, compactness and portability.

3. Market positioning

The so-called market positioning means that an enterprise plans a certain market positioning for its products according to the user's demand for its products and the competition of similar products in the market, that is, it establishes a specific image for its products to make them different. The process of market positioning is the process of choosing and positioning the company brand in the eyes of consumers.

The Ford Model T is a good example. Model T has its own uniqueness. You can't find a trace of decoration or flashy things all over your body, which is 100% practical. Its body is light and strong, but it doesn't need beautiful appearance and exquisite performance, and ordinary people can afford it. Model T became very popular as soon as it was put into production. The reason why it became the first of all kinds of cars at that time was because farmers needed this kind of car and ordinary people could afford it. Its mechanical principle is so simple that any patient layman will soon master it. Compared with other types of cars at that time, Model T has the advantages of durability, exquisite structure and portability. Ford Motor Company's profitability during this period also proved that Ford's decision to produce cheap cars was extremely wise. In just one year, Model T became the first best-selling car and the first profitable car. This year, we sold 1. 1 10,000 vehicles, which surpassed other automobile manufacturers in both sales volume and profit. The popular product strategy has found its own market position for Ford, thus winning huge market development opportunities.

During World War II, in order to meet the needs of wartime, Ford switched to aircraft engines and other products, and edsel? Ford launched a huge wartime plan. In less than three years, 8,600 four-engine B-24 Liberator bombers, 57,000 aircraft engines and more than 250,000 tanks and other war machines were manufactured. In World War II, Ford's outstanding performance won a reputation and established a good corporate image.

From the successful examples of the above two major automobile industry cutting groups, we can see that they use SPT marketing strategy flexibly and win the market and consumers. In recent years, China's economy has developed rapidly, and the automobile industry has also begun to rise rapidly. The production and marketing of China automobile market has developed rapidly. However, due to the rapid changes in the market environment, China automobile industry is facing the pressure of reorganization and integration, and the profits of enterprises are declining. This forces automobile enterprises to constantly adapt to market changes and seek new profit growth points, thus achieving rapid development. For China's automobile manufacturers, the practical and feasible way is to adapt to the changes of market demand, improve service level, establish independent brands and choose appropriate sales models, so as to seek their own development in more fierce competition.

HC industry research data shows that the number of automobile exports in China has been on the rise in recent years, among which independent brands have contributed. How to maintain the growth and realize the sustainable development of automobile export is a new topic for independent brands. China's existing independent brands include Chery, Hafei, Geely, Changan, Lifan and so on. China's own brand has just started, and many aspects are still not perfect. In terms of independent technology, after-sales service and marketing strategy, it is urgent to improve. The following is a case about independent brand marketing strategy:

When Cybertron went public, Hafei positioned the target group as "successful people aged 30-40" and "commercial vehicles mainly for urban white-collar workers". This description makes people confused whether the model is an economy car or an intermediate car. The price of economical cars is about 6,543,800 yuan, and the price of intermediate cars is within 6,543,800-200,000 yuan. At the same time, taking into account the above two needs, the slogan of integrating private cars, official business and commercial vehicles will inevitably make people more confused. It can be seen that the product target positioning is not clear, which leads to the lack of pertinence in product production design, unable to win consumers, and the slow sales of enterprise products, which is not conducive to capital turnover and new product development.

As can be seen from this example, we should pay attention to the following points in market segmentation and positioning: First, there are differences, and there must be clear differences objectively after market segmentation. Two, predictability and accessibility, before entering the market, relevant research should be carried out to predict the existing and potential demand scale and purchasing power. So as to design products (here, we should not only consider the needs of consumers, but also classify people, such as age, education and income; Vocational education, etc. (3) Stability and effectiveness: Of course, these two points are related to the long-term interests of enterprise development, and also verify the previous decisions.

While China's independent brands are growing, they are also constantly exploring marketing strategies and roads suitable for China's automobile market. For typical successful foreign automobile enterprises, we should learn their marketing strategies and management. On the other hand, we should combine our own domestic characteristics, constantly find and solve problems, and truly find our own market positioning. I believe that in the near future, our own brand will also occupy a place among the world automobile brands!

Fourth, the 4S car sales model

1, 1 No.S: business planning: vehicle sales

Half a month ago, you received a beautiful letter with a car logo. This is an invitation letter specially sent to you by a car 5S concept store. Because we know from the survey that you really want to buy a suitable new car, we invite you to visit a shop.

(1) Pre-sale and in-sale-a model of five-star service. If you walk in, the glass induction door will be gently opened for you, standing at the entrance of the exhibition hall, and the music will diffuse on the walls and overhead, making you feel as if you have come to a "five-star home". A few steps away, there is a computer inquiry touch screen, where you can inquire about all the service contents of the whole store and questions about automobile knowledge. There is a complete guide manual of a car 5S service concept shop in S city at the door for you to browse at will.

The shopping guide and service staff in employee A's uniform are smiling. On the oval exhibition platform in the center of the exhibition hall, there is an advanced concept car. The exquisite signboard next to the booth introduces the performance parameters of each model in detail.

(2) Pre-sale and sale-make you feel at home.

You can have a cup of coffee or a cup of coffee and a car. You can also let the shopping guide explain and demonstrate for you, or let you enter the car to experience the seat feeling of driving; When you are tired, you can sit on the sofa in the lounge. There are sweets and tea on the coffee table, as well as their favorite magazines and flowers specially provided for ladies.

If you have a clear intention to buy a car at this time, fill in a registration form, and then you can have a good look at the car.

(3) Pre-sale and sale-a smile and convenience that makes you feel excited.

After you decide to buy a car, you only need to go to the business contact office behind the exhibition hall, and the person in charge of related matters will complete the relevant procedures for you.

There is also a training course specially designed for car owners on the third floor. By the way, you can also visit the cultural center of the club.

In addition, we will also create a detailed file for your car.

(4) After-sales-you have one more friend since then.

This information is not only used to keep in close contact with you, but also will be fed back to the headquarters information center together with your opinions and suggestions as valuable information resources for improving products and services. ...

After sale-the sound of the car is flowing.

The Marketing Department and the Public Relations Department will regularly or irregularly hold live exhibitions of new cars in our club or other large shopping malls and shopping centers to show the technical performance of the new A car, explain the unique advanced functions of the new A car and publicize the concept of A.

2. the second s: maintenance-the car hospital around you

If the car breaks down, you can call the customer department for help. The staff will arrive at the scene to repair it for you soon. If the situation is serious, the maintenance staff will help you drag the sick car back to the store for repair. The customer department will establish a car medical record card for your car according to your car file to record every maintenance.

After strict and standardized diagnosis, repair and maintenance procedures, we will give you a satisfactory result and reasonable charges (free of charge during the warranty period). When Technician A repairs your car, you can sit in the soundproof and transparent lounge on the second floor, read magazines, watch TV or surf the Internet, and watch the whole maintenance process of your car through large-screen glass and closed-circuit TV.

3. The third S: spare parts sales

(1) The only auto parts supermarket

There is an A car spare parts supermarket on the third floor, which is arranged in the order of A cars from outside to inside. You can browse a lot of pure A auto parts just like other department stores. Even if you have no choice, you can browse through such a visit to enhance your understanding of various parts of a car and enrich your knowledge of the car.

All the samples of display accessories are complete, and they are displayed in series and modules according to the classification catalogue, so that customers can intuitively determine the varieties of accessories.

Here, spare parts are divided into several categories according to their functional characteristics, and consumers can go straight to the subject according to their needs, saving customers' time and improving procurement efficiency.

(2) Give beauty life and extend the charm of science and technology.

The sales venue is equipped with beautiful background music and bright lights, and the corner is equipped with clean water, clean tables and chairs, sticky notes and pens, which is convenient for customers to record parts models for viewing, create a warm shopping environment and make spare parts procurement a pleasant enjoyment.

. The front desk is equipped with a computer automatic inquiry system and a multimedia self-examination desk for customers to inquire. All the goods are clearly marked, and they are genuine.

(3) Guarantee and commitment, after-sales tracking and more thinking.

There is a special person who is responsible for registering customers' questions and requirements, establishing the shortest response time system, ensuring that every inquiry is answered and striving for customer satisfaction.

4. the fourth s: used car trading

(1) Used car trading. If you want to buy a second-hand car, then all the information about the second-hand car that meets your purchase requirements will be presented in detail through computer inquiry or consultation with the staff.

(2) For you who are nostalgic for the past, we also sincerely escort you. Our store also provides the best after-sales service for used cars. Our store will give preferential maintenance according to the actual situation and evaluation of the second-hand car purchased, so as to avoid the worries brought to you because there is no place to maintain the second-hand car.

No matter whether you buy a new car or a used car, as long as it is a car, you are a club member of our shop and can enjoy all the benefits that A members deserve.

Five, the current situation of domestic automobile network marketing

1. Lack of systematic research on the development strategy of network marketing. At present, domestic automobile enterprises are still in the stage of exploring the network marketing mode and learning from their foreign counterparts, and have not yet formed a set of automobile network marketing guidance strategies suitable for China's national conditions. In the past, some automobile enterprises were only used to the marketing strategy of traditional physical market, but were not familiar with the marketing strategy of adapting to network marketing. They don't pay attention to improving their business level, cultivating customer resources, innovating enterprise technology and expanding their competitive advantages. Compared with foreign automobile companies, there is still a big gap, so many advantages of online marketing are not reflected in domestic automobile marketing.

2. The brand base on which online marketing depends needs to be further consolidated. Brand management is the advanced stage of marketing and the foundation and soul of network marketing. Only when online marketing is based on automobile brands with high reputation, good business reputation and perfect service system, can users accept new trading methods such as online car purchase and abandon traditional habits such as on-site car purchase, can it generate great appeal and attraction. However, some domestic automobile brands lack a scientific, modern and standardized action system, and their brand strength needs to be improved.

3. Lack of systematic research on the development strategy of network marketing. At present, most domestic automobile enterprises just set up a website to do simple business such as online advertising, promotion, vehicle introduction, information release, price inquiry, sending and receiving emails with the help of network technology. Some companies even just put simple information such as company name, profile, vehicle type, research and development achievements, mailing address and telephone number on the Internet. In fact, the above-mentioned network services can not be equated with network marketing at all. Only by vigorously developing various specific marketing businesses, such as e-commerce, online research, online new product development, online distribution, online services, etc. Can enterprises make full use of network resources and keep moving closer to network marketing?

4. The lack of network high technology among network marketing talents is the driving force for the development of network marketing. Compared with other marketing models, online marketing requires higher IT technology, such as the collection, processing and analysis of marketing information, market research and management decision-making, etc., which all require strong technical support. At present, the overall development of network marketing of domestic automobile enterprises is still in the primary stage, and there is a lack of a large number of compound talents who know both network technology and automobile marketing, which requires a training process.

5. Imperfect logistics network Because online marketing has the characteristics of separation of information flow and logistics, logistics distribution has become another key link to ensure online marketing. At present, the main problems in logistics distribution are lack of socialized logistics distribution support, low overall development level of logistics industry, small scale of logistics enterprises, backward technical equipment and facilities, and insufficient management experience. Therefore, many enterprises have to build their own distribution centers, which leads to the situation that the distribution centers cannot realize the large-scale operation of logistics, and the logistics operation ability and utilization rate are low; Either because of the limitation of investment ability, it is impossible to establish a regional distribution center, which leads to the situation that commercial vehicles cannot be delivered to customers in time.

6. Online consumer groups have not yet formed. The development of network marketing depends on a certain scale network consumer group, that is, the necessary customer group, and the growth of this group is mainly affected by two factors: network speed and internet access cost. According to relevant surveys, 86. 1% of China users complain that the internet speed is too slow and the service quality is poor, which makes many websites unable to log in. In addition, the cost of surfing the Internet is also high. According to estimates by authoritative departments, China's per capita income is only 1/20 of that of the United States, but China people spend 12.88 times more on the Internet than Americans. Low-level network service and high cost have become the bottleneck restricting the development of network marketing.

7. The guiding role of the government needs to be strengthened. Network marketing has the characteristics of overall situation, comprehensiveness, wholeness and complexity. In China, the characteristics of online marketing are cross-regional, cross-departmental and cross-ownership management. The interests and operations of all parties need to be coordinated and standardized, and a standardized and scientific coordination mechanism needs to be established under the macro-management and guidance of the government.

Conclusion of intransitive verbs

China has joined the WTO and become a member of the world economic family. The development of economic globalization will also integrate China's economy into the world economy. China automobile market will also become a part of the world automobile market. It is necessary for China to build a perfect automobile network marketing system and a reasonably structured automobile network sales market, so as to ensure the steady development of China automobile industry and integrate into the international automobile market. Building a well-structured tangible automobile sales market in China can create a good trading environment for famous brand enterprises, famous brand products, reputable dealers and automobile users in China. This market has no sense of superiority, only inferiority.

Undeniably, the development of automobile network e-commerce with intangible market characteristics has certain challenges to the tangible automobile network sales market. But in the near future, China's automobile e-commerce can't completely replace the function of the tangible automobile sales market. In the future, the automobile tangible market and automobile e-commerce will be organically combined and complement each other.

China is a big country with a vast territory and a large population, but at present, the annual production and sales of automobiles are only over 2 million, and the number of automobiles is only about 20 million. From the perspective of development, China automobile market has great potential. With the rapid development of China's economy and the improvement of people's living standards, social purchasing power and private purchasing power, the potential of China's automobile market will be gradually released. China plans to establish a perfect automobile network marketing system and a reasonably structured automobile network sales market, so as to create conditions for the rapid release of the automobile market potential in China.