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Part 1: Model text of automobile marketing summary
My main task is to clean and wash the car. I can learn some sales skills from the salesperson and communicate with customers. I was born a shy boy. Sometimes I was afraid of saying something wrong even though I had contact with customers. I remember one time, a customer asked me to tell him about the engine. He was older than me just listening to what he said, At that time, I was a little silly. I didn't know where to start, and I was afraid that he would make others laugh if he said something wrong. I also felt that he was not deliberately teasing me. Fortunately, Xiao Yin helped me out at that time, but he didn't mind. Maybe it was a good thing. I knew where my obstacles were and then corrected them. On the last day of the internship, I finally got a chance to thoroughly contact with customers. I took the key to the garage to see the car he wanted. There, I gave a brief introduction to the customer and began to answer his questions. Soon after my time, I felt that my answer was good, which was the practical result of the internship.
in recent years automobile Trade enterprises have mushroomed rapidly in the provincial capital. The form of automobile trade companies is generally 4S stores introduced from foreign countries. When the domestic automobile sales market is not saturated, this store based approach accounts for more than 90% of sales. With the rapid development of China's economy and the continuous improvement of people's living standards, People's consumption concept and demand are also changing. As high-end consumer goods, cars are increasingly favored by the younger generation and people with successful careers. Only a small number of car models, such as mini buses, minibuses, heavy trucks, trunk goods and other dealers have made great efforts in personnel marketing, and cars are sold in stores. Today, in the context of building a well-off society in an all-round way, cars have entered more and more people's families and become a means of transportation for ordinary people.
1、 Internship purpose
1. Adapt to the society faster. Learn to contact and communicate with customers
2. Understand various automobile brands. performance
3. Understand the company's management mode. Further understand the application of theory and skills in practice
4. Deepen my understanding of the position and role of the automobile major in the national economy through internship and stimulate enthusiasm
2、 Time: MM/DD/YYYY - MM/DD/YYYY
3、 Location:
4、 Company composition: Sales Department, Maintenance Department, Finance Department, General Office
Sales Department Staff: Manager:
Sales consultant:
Messenger:
5、 Internship content:
1. Master the sales process of Beijing Hyundai
2. Keep a good relationship with the sales staff.
3. Learn to use corresponding sales skills
4. Better understand all aspects of automobile information.
5. Really understand the meaning of "4S shop"
6、 Auto sales process:
1. Reception: the most important initiative and politeness in reception. When the salesperson sees a customer visiting. Use vision to communicate with accompanying customers. At the same time of eye contact, the salesperson should introduce himself briefly, shake hands with the customer politely, and then ask the customer what help he needs. Try to be warm and sincere.
2. Consultation: The purpose of consultation is to collect information about customer needs. Sales personnel need to collect as much information as possible from customers. At this stage, moderation and trust are very important. The salesperson should have a good grasp of the appropriateness of the service when answering the customer's inquiries, neither insufficient nor excessive service. At this stage, customers should be allowed to express their opinions freely and listen carefully to understand their needs and aspirations, so as to achieve more effective sales in the subsequent stages. And the sales staff should take the corresponding promotional materials at the beginning of the reception for customers to consult.
3. Vehicle introduction: the most important pertinence and professionalism in the vehicle introduction stage. Sales personnel should have professional knowledge of the products they sell. In order to make continuous comparison during the introduction of their products, so as to highlight the selling points and advantages of their products, so as to improve customers' recognition of their products.
4. Test drive: during the test run. Avoid talking too much and let the customer focus on getting the first experience and feeling of the vehicle.
5. Quotation negotiation: usually price negotiation.
6. Signing a deal: there should be no tendency to urge at the closing stage. However, the sales staff should skillfully strengthen the customer's confidence in the products purchased. When handling relevant documents, the sales staff should try to create a relaxed atmosphere for signing the contract.
Part 2: Model text of automobile marketing summary
Key words: automobile marketing management; Problems; Countermeasures
Although the automobile industry has occupied a certain market in China's market economy, there are still some problems in its marketing management that hinder the development of automobile enterprises. To improve the overall marketing management level of the automobile market, its managers need to comprehensively summarize the problems existing in the development of marketing activities, fully understand the factors that hinder its development, and then make improvements to make the automobile marketing management more perfect and promote the rationalization process of automobile enterprises.
1、 Problems in Automobile Marketing Management
1. Disordered sales network
As far as the current automobile marketing management in China is concerned, there are many regional outlets, lack of planning, and no reasonable unified planning. In this situation, combined with the interest competition between distributors and retailers, the automobile marketing management is in a mess. Secondly, most dealerships in the auto market are self invested, and auto software and hardware are basically self solved, which will cause certain economic pressure on dealers. In addition, some 4S stores are large and cover a large area, and their sales requirements are relatively strict, increasing the sales pressure on dealers, This is also one of the reasons for the disorder of the sales network.
2. A complete customer demand information base has not been established
Customer is the target of automobile marketing, it is an important economic source for the development of automobile enterprises, and it is the focus of automobile marketing management. To do a good job in automobile marketing and its management, it is necessary to fully grasp the different needs of customers and formulate corresponding strategies. However, in China's automobile marketing management, there is not too much attention to this area, its management has not established a strong and comprehensive customer information database, and it does not understand the needs of different customers. This situation is very unfavorable to the automobile marketing management, which has hindered the process of automobile marketing management to a certain extent.
3. The car salesperson is not professional enough
All marketing activities of automobile enterprises are completed by salesmen. The performance of salesmen directly determines the marketing results in a certain sense. Salesmen who lack professional quality cannot provide customers with effective automobile information, which greatly reduces the success rate of automobile marketing and sales volume of automobile enterprises.
4. A perfect after-sales service system has not been established
Automobile belongs to high-end durable goods, and its after-sales service is an important part of automobile marketing management, which directly affects the development of automobile enterprises to a certain extent. However, in real life, some enterprises do not attach great importance to after-sales service, and always focus more on pre-sales and sales, only thinking about how to sell cars, but not considering the impact of after-sales service. In addition, in order to save maintenance costs, some enterprises use poor quality replacement parts for maintenance in later maintenance, which not only reduces the quality of maintenance services, but also affects the image of enterprises in a certain sense.
2、 Measures to improve automobile marketing management
1. Standardize the order of the sales network and establish the marketing network
The automobile market has a large scale and a large amount of investment. Without a perfect sales network order, it will seriously affect the development of marketing activities, standardize the sales network order, and unify the network sales concept, so as to better carry out automobile marketing management. Secondly, it is necessary to establish a relatively complete marketing network according to the actual situation of the automobile market, clarify the responsibilities of each dealership and dealer, so that the whole marketing activity presents an orderly state, and avoid their own enterprises falling into disordered competition for no reason.
2. Establish a complete customer demand information base
Understanding customer needs has a certain promoting significance for automobile marketing management. Only by fully understanding the needs of customers can we launch marketing activities in their favor. Therefore, it is very necessary to establish a complete customer demand information database in automobile marketing management, which is an important means to promote marketing activities. To establish a customer demand information database, not only the staff need to carry out actual market research, but also need to summarize experience in direct sales, conduct a comprehensive analysis of customers' psychology and ideas, and then integrate them into an information set, so as to better grasp customer needs, provide customers with the products they need, and improve the level of automobile marketing management.
3. Improve the professional level of sales personnel and establish brand concept
An enterprise has a brand recognized by the society, which is equivalent to having a certain market. As a high-end durable consumer goods, cars need to establish a brand and play its brand effect. The sales behavior of the sales staff has a certain impact on the establishment of the brand to a certain extent. The professional quality of the sales staff reflects the image of the enterprise from a certain point of view. Therefore, in the automobile marketing management, we must focus on the professional level of the sales staff, and regularly provide professional training to the sales staff, Only in this way can the sales staff better carry out marketing activities, provide brand services for customers, establish the brand image of the enterprise with high-quality business quality, thus improving the popularity of automobile enterprises and expanding the enterprise marketing market.
4. Establish a perfect after-sales service system
Good sales service quality is an effective way to improve the automobile marketing management. It can avoid the worries of customers when they buy automobiles. Therefore, it is very important to establish a perfect after-sales service system. Through after-sales service, we can better understand the problems of automobiles, so as to make better improvements, which is conducive to the development of automobile marketing activities and promote the development of automobile enterprises.
3、 Summary
In a word, there are many factors that affect the automobile marketing management. In the management process, we should comprehensively grasp all aspects, especially carry out marketing activities on the basis of fully understanding customer needs, so as to improve the management level of automobile marketing, improve the quality of brand service, and create a good corporate image for automobile enterprises.
reference:
Part 3: Model text of automobile marketing summary
Key words: automobile sales; Automobile industry; Data mining; Module design; Management application
CLC No.: F426.471 Document Code: A Article No.: 1673-291X (2017) 06-0051-03
introduction
The automobile industry is an important industry in the national economy. It is a key industry developed by countries and regions in the world because of its industrial characteristics such as long industrial chain, wide radiation, high technology content, and remarkable industrial driving ability. This paper deeply analyzes and discusses the application of data mining technology in automobile sales, which has important theoretical and practical significance for improving automobile marketing performance and promoting the development of automobile sales industry.
1、 Analysis of the Current Situation of the Development of China's Automobile Industry
1. Total amount analysis of automobile industry. The automobile industry is a key industry developed by countries and regions in the world because of its long industrial chain, wide radiation, high technology content, remarkable industrial driving ability and other industrial characteristics. In the process of developing the automobile industry, the world's industrial powers, such as the United States, Germany, and Japan, have continuously realized the improvement of economic benefits, and also led to the improvement of the overall level of industrial development.
The figure above shows the trend of China's total automobile production from 1999 to 2011. It can be seen from the figure that China's automobile industry is in a sustainable development trend, with the total automobile production increasing from 1.832 million in 1999 to 18.4164 million in 2011.
2. Analysis of the proportion of automobile industry sales. From the perspective of sales proportion, in 2000, China's automobile sales volume was 2.07 million, accounting for 3.59% of the world's total automobile sales volume of 57.59 million in the same period; In 2011, China's automobile sales volume was 18.42 million, accounting for 23% of the world's total automobile sales volume of 80.06 million in the same period.
3. Analysis of the economic benefits of the automobile industry. During 2001-2010, the total output value of China's automobile industry increased from 443.32 billion yuan in 2001 to 3024.86 billion yuan in 2010. The proportion of the total output value of the automobile industry in the total industrial output value of the country remains at 4%~5%, and the proportion of the total output value of the automobile industry in the total output value of the machinery industry remains at about 20%.
2、 Data Mining and Its Impact on Automobile Sales
Data Mining is a basic process of knowledge discovery, which uses computers as the main tool, massive data as the analysis basis, and uses clustering, machine learning, classification, pattern recognition, expert system and other methods to discover the information hidden in massive data, as well as the association rules between data, thus forming the basic process of knowledge discovery. In the field of economic management, taking marketing as an example, based on big data, through the application of data mining technology, we can find consumer preferences and consumption patterns, so that we can classify consumers based on consumer preferences, consumption patterns and other information, and develop products according to consumer classifications, Provide consumers with personalized and customized products or product combinations to realize economic benefits. The value of data mining methods for automobile sales is mainly reflected in the realization of enterprise market positioning, consumer group positioning and marketing strategy formulation through data mining.
1. Realize enterprise market positioning through data mining. At present, as a bulk commodity, auto products have a wide price range. There are not only tens of thousands of models, but also millions of products in the market. Auto products in each price range correspond to different consumer groups and market competition. Therefore, it is of great significance for the development of automobile enterprises to reasonably position automobile products and formulate targeted marketing strategies. The clustering technology in data mining can be used to analyze the market positioning of automobile sales with the price of automobile models as the characteristic index, so as to provide a basis for enterprises to make product price decisions and new model product development decisions.
2. Realize consumer group positioning through data mining. For automobile sales, consumers' education level, income level, purchase method, etc. are all important information for product pricing and sales strategy formulation in the process of automobile sales, especially in the context of increasingly obvious personalized characteristics of consumer demand, Accurate identification of user groups and provision of personalized products and services are of great significance for automobile enterprises to cultivate customer loyalty. The classification technology in data mining is applied to achieve consumer classification through characteristic indicators such as consumer income level and consumption mode, so as to form the consumption behavior characteristics of various types of consumer groups.
3. Realize marketing strategy formulation through data mining. With the innovation and development of forums, blogs, microblogs, WeChat, e-commerce platforms, Dianping.com and other media on the PC and mobile terminals, consumers' consumption process and consumption experience information continue to grow, including business information, personal information, industry information, car driving experience, car product browsing records, transaction records, car price dynamics and other massive information, The association rules extraction technology in data mining can establish the association rules between consumer characteristic indicators, consumption frequency and consumer product prices, thus providing a basis for formulating marketing strategies.
3、 Design of Data Mining System in Automobile Sales Industry
The establishment of a data mining modular system for the automobile sales industry is a computer application system that assists automobile sales decision-makers to make semi-structured or unstructured decisions through data, models and methods in a human-computer interaction way. It calls various information resources and analysis tools for decision-makers to analyze problems, establish models, simulate the environment of decision-making processes and plans, To improve the level and quality of car sales.
1. Case library. For automobile sales, a large amount of information about consumers can be accumulated in practice, including consumer education, income, job nature, car purchase method, etc. These basic data information has a high reference value for data mining of automobile sales, and is also the basis for subsequent data mining. Therefore, a car sales case base should be established to store, retrieve, process and maintain car sales information, so as to effectively support the operation of model base, knowledge base and method base.
2. Model library. The model base system can flexibly complete the storage and management functions of models, and is the core of the data mining modular system of the automobile sales industry. In the model base, data mining algorithms such as data classification, clustering, factor analysis, association analysis, decision tree analysis, and data visualization should be integrated, so as to improve the quality and efficiency of data mining in the automobile sales industry.
3. Reasoning machine. The value of auto industry sales data mining lies in the formation of association rules about consumer behavior and information about consumer preferences through data mining. Inference engine is an important knowledge-based problem solving and learning method, which can achieve knowledge acquisition, knowledge integration and knowledge services based on data, models, etc.
4、 Application of Data Mining in Automobile Sales
Using data mining methods can form information about consumer behavior preferences, which may become an important basis for expanding consumer groups. The application of data mining methods in the sales process of the automobile industry can use data mining results to classify and manage consumer groups, use data mining results to extract consumer preferences, use data mining results to push consumer preferences, and re optimize the data mining module according to the automobile marketing data.
1. Use data mining results to classify and manage consumer groups. With the steady development of China's automobile market, the gradual prosperity of the automobile aftermarket and the growing desire of automobile marketers for digital marketing decisions, in-depth analysis and application of customer information will become a new normal. Using the results of auto sales data mining, we can classify consumer groups, for example, we can divide consumers into retained customers, value-added customers, swing customers, lost customers, etc., so as to provide a basis for strengthening customer relationship management.
2. Use data mining results to extract consumer preferences. The interactive characteristics of the network and the behavioral characteristics of consumers reflected in risky consumption through the Internet have formed data information on car prices, quality, functions, services, etc., especially with the development of information sharing channels such as various forums, microblogs, WeChat, e-commerce platforms, etc., the channels of consumer experience have become wider, through word segmentation, clustering Emotional analysis and other methods can understand the consumer's consumption behavior, value orientation, consumption demand and quality and other needs, so as to carry out product innovation and value improvement.
3. Use data mining results to push consumers' personal preferences. Data mining can be used to form information about consumers' behavioral preferences. Based on these important information, in the process of automobile sales, consumers can be pushed with product price, quality, service and other information consistent with their preferences according to their preferences. In terms of promotion methods, products can be pushed in the form of comprehensive microblog, WeChat, e-mail and customer return visit.
4. Re optimize the data mining module according to the automobile marketing data. The value of data mining is to extract association rules about consumer behavior characteristics, and then provide consumers with satisfactory products and services. However, influenced by various factors such as consumer level, product function and market structure, the behavior characteristics of consumer groups are also changing. Therefore, the data mining work in automobile industry sales is not static, but must be based on automobile marketing data, and constantly enrich and optimize the data mining algorithms and data mining modules, so that the association rules on consumer behavior characteristics based on data mining can better serve the improvement of automobile marketing performance.
Conclusions and prospects
This paper takes the application of data mining methods in automobile sales industry as the research object. Through analysis, it is believed that the value of data mining methods for automobile sales work is mainly reflected in the realization of enterprise market positioning, consumer group positioning and marketing strategy formulation through data mining. The architecture design of automobile marketing data mining system based on case base, model base and inference engine is proposed, and then it is proposed to use data mining results to classify and manage consumer groups, use data mining results to extract consumer preferences, and use data mining results to push consumer preferences, And re optimize the data mining module according to the automobile marketing data. In the follow-up research, the development of data mining software for the automotive industry will be the further research direction of this paper.
reference:
[1] Zhao Yan, Yao Fang. Research on the influencing factors of enterprise alliance in the dynamic evolution of innovation network - based on the analysis of China's automobile industry innovation alliance [J]. Research and development management,
2014，（1）：70-77.
[2] Hu Qiying. Interpretation of Germany's "National Development Plan for Electric Vehicles" and its reference to China's new energy vehicle policy [J]. Renewable Energy, 2010, (5): 150-153
[3] Topic group n. Research on the structural innovation path of Shanghai state-owned assets leading strategic emerging industries to upgrade by leaps and bounds - taking the new energy automobile industry as an example [J]. Journal of Shanghai Administrative College, 2012,
（7）：85-97.
Chapter 4: Model text of automobile marketing summary
Key words: automobile marketing; Color; management; Consumption activities; psychology
As the name implies, color marketing refers to that enterprise managers, on the basis of understanding consumer needs, give accurate development positioning to goods, and make appropriate adjustments in the color design, style shaping, display environment, and decorative items of works, so as to achieve the multiple unity of "consumers - color - goods". This kind of marketing channel can improve the audience rate of products more scientifically, reduce marketing costs and increase marketing effects. Especially with the rapid development of economy and society, the number of private cars in China has risen sharply. In automobile marketing, the benefits of color marketing are increasingly apparent. The author believes that there are a series of coincidences between automobile marketing and color marketing. As long as we grasp the rules, we can promote color marketing to enjoy more value and role in the automobile industry.
1、 The Value and Development Advantages of Color Marketing in Automobile Marketing
Color marketing theory was first proposed in the 1980s, when Carol Jackson of the United States further refined the practice of corporate brands. Faber Biran, an authority of foreign color research, once pointed out that in commodity advertising, the proper use of color has a direct bearing on the sales and development trend of products. After 2003, the development of the automobile industry has led to the formation of marketing methods. In many marketing models, the advantages of color marketing are increasingly prominent. In the visual elements, color is the most intuitive and obvious. As a unique visual language, color breaks the development limitations of time, region, nationality and language, and gains better development advantages in the extension of color field. Therefore, in the process of automobile marketing, enterprises should pay special attention to the use of color, and fully stimulate the visual and psychological resonance of consumers through appropriate color.
2、 Development Characteristics of Color Marketing in Automobile Marketing
（1） Difference
In the automotive industry, color marketing can be divided into strategic marketing and tactical marketing. This is divided according to the practice length and structure level of the marketing model. Strategic color marketing refers to the rational design and planning of the product color, logo color and packaging color of automobile brands from the perspective of the enterprise as a whole. Tactical color marketing refers to the short-term operation and sales activities carried out by automobile enterprises in order to increase sales performance and improve product sales. For example, automobile fairs, holiday promotions and various promotional activities.
（2） Systematicity
It should be said that automobile color marketing exists throughout the whole marketing activities. Through the flexible use of color, the packaging effect of products can be enhanced, and color factors can be integrated into product design and development, project establishment, system promotion, strategic sales, after-sales service and other aspects. So as to deepen the concept of automobile products to consumers. Make the audience have a more intuitive and specific impression of the car brand.
（3） Supportability
Some color marketers believe that color plays an auxiliary role in products. The author has conducted a large number of interviews and surveys and found that the construction of automobile marketing brand plays a supportive role in the whole marketing activities. Because color not only gives people an intuitive impression, but also associates with the color characteristics and ideological basis condensed in enterprise technology, so as to realize the optimization of products by means of image expression, product value and other aspects. Its role is subversive.
3、 The Development Status of Color Marketing in Automobile Marketing
（1） There is deviation in understanding the concept of color marketing
In most automotive industries in China, color marketing is misunderstood. Automobile companies often only change the appearance and color of the car, and take the car's shape, speed, energy saving, safety, stability and other functions into consideration. In terms of selling points, the functions are more prominent. Therefore, the understanding of color only exists in the auxiliary stage. Color sales are not implemented as a strategy. At the same time, the concept of color marketing has not been able to form a sound theoretical system.
（2） The professional team of color marketing is insufficient
On the whole, the automobile industry lacks a professional color marketing team. The marketing mode still exists above the traditional concept. The color sense of the development and design personnel and marketing personnel is very low, which leads to the low ability of commodity planning and the incomplete image of commodities. As a result, the corporate image has been affected, and the corresponding commodity planning ability and sales ability are not comprehensive enough.
（3） Insufficient sales promotion of car colors
For a long time, on the basis of considering the color factors, the automobile work has not increased the publicity of color advantages. Therefore, the fusion of color characteristics is not bright enough, so the heroic effect of color has not reached a certain state. Especially in many automobile advertisements, audio-visual media forms are not distinctive enough. In the communication between goods and consumers, the audience cannot be interested in the color of cars. It is difficult to attract consumers' attention only by the support of product functions.
4、 How to Promote the Application of Color Marketing in Automobile Marketing
（1） Consideration of color image in automobile marketing
Under the current situation, color has become an important means for enterprises to establish brand culture and promote product research and development. As far as the automobile products themselves are concerned, the appearance of the automobile does not differ much, so the color has become an important factor to distinguish the enterprise products. Even if the car is of the same brand, there will be important reasons that affect sales because of different colors. Therefore, it is very important to strengthen the publicity of automobile marketing and shape a scientific concept of color marketing.
（2） Individualized combination of colors in automobile marketing
In today's fierce market competition, product personalization has received people's attention. As a special product, the automobile also needs to attract people's attention with its brilliant colors. In color design, just a red system can be divided into big red, wine red, pink, rose red, bean paste red and so on. There is always one of these red colors that can meet consumers' personalized needs and lock consumers' eyes at the first time. This is also true in the automotive marketing process. For example, at the 7th Guangzhou Auto Show, Chang'an Auto made its debut with 12 self owned brand models under the theme of "Chang'an Travel, Technology, Quality and Enjoy Life". In particular, there are more than ten colors in Yuexiang's two compartments, including red, purple, white, yellow and orange. Among them, the main "flash flame orange" has rich color levels, bright and eye-catching, and has become an important selling point of enterprises. At the same time, it is also very consistent with the orange tone in the report "China's Car Color is Popular".
（3） Pursue the dual development of color and connotation
For automobile enterprises, if they want to grasp consumers, they must grasp the color, popular trend and deepen the positioning of automobile products as development opportunities. Create systematic and scientific color marketing for different automobile consumers. It is necessary to conform to the consumer's personalized consumption concept and combine the main functions of the car itself. The color of the car is not "must have its own appearance", but is combined and developed with the driving function and brand style of the car. On the basis of satisfying consumers' aesthetic perception of the car surface, create an industrial marketing model that combines "exterior" and "interior". For example, the color marketing of Chery QQ is a good example. In addition to the extensive publicity on the theme of "color in spring", enterprise managers have also increased Chery's cost performance ratio while providing many color choices. The price is relatively favorable and the positioning is civilian, which makes the sales volume of that year surpass many similar products, and the business performance has gradually improved.
To sum up, with the development of the times, consumers not only pursue the price, after-sales, brand and fuel consumption of cars, but also regard cars as a symbol of identity and a spokesman of fashion. Therefore, in the development process of the enterprise, auto product designers and business operators should base on the character of color to create a beautiful and practical car brand. The color can bring better feelings to the audience, and deepen people's new understanding and new thinking on the concept of automobile consumption.
reference:
[1] Sun Jing. Current Situation and Innovation Strategies of Automobile Marketing in China [J]. Science and Technology and Enterprises, 2015 (20)
Chapter 5: Model text of automobile marketing summary
Content abstract: In the current fierce automobile market, the fierce competition is fierce, bringing new opportunities and challenges to the automobile industry. Marketing innovation, first of all, should abandon the product centered marketing concept and create a customer-centric marketing model. The root of the new marketing concept is service, providing lifelong and nanny service for products, meeting the needs of customers to the maximum extent, and then exploring the market to seek benefits for enterprises, consolidating their own position in the market, and playing their due role.
Key words: automobile industry innovation
With China's entry into WTO, it has brought new opportunities and challenges to the entire automobile industry. The great development of the automobile industry has brought new opportunities and challenges to its marketing. In order to maintain its brand and interests, major automobile manufacturers have put forward higher requirements for automobile distribution enterprises. In the situation of increasingly fierce competition, the automobile industry needs to innovate in marketing concepts, models and management to consolidate the position of enterprises in the market and play its due role. It will mainly discuss the innovation of the marketing model of China's automobile industry.
The Necessity of Marketing Mode Innovation in China's Automobile Industry
Changes in the objective environment of enterprises
With the acceleration of domestic economic development and the improvement of people's living standards, automobile consumption has become one of the main pillars of national consumption. Because domestic and foreign capital and major foreign automobile groups have seized the domestic market on a large scale. Now China has become the sixth largest automobile producer and the fourth largest automobile consumer in the world. Foreign auto giants are looking for domestic cooperation and investment opportunities. China's automobile industry is in the period of "Spring and Autumn and Warring States", and the wonderful story of the great men competing for the winner is going on. It has brought profound changes to the marketing mode, concept and trading mode of automobile logistics enterprises. The survival and development of automobile dealers are inseparable from the fate of automobile manufacturers. It is inevitable for logistics enterprises to reshuffle and layout. Manufacturers' requirements for logistics enterprises are further improved, and the service content of marketing enterprises is further expanded.
Changes in micro environment
With the position of the domestic automobile market from weak to strong, the automobile market has undergone great changes: the automobile market has moved from closed to open; The automobile market is transferred from the seller to the buyer; Automobile products have become rich from poverty; The speed of automobile price reduction is accelerated, and it is in line with the international market; The mode of automobile consumption has changed from using savings to using loans to buy cars; The development of automobile market is from slow to fast; The automobile models have changed from commercial vehicles to passenger cars (economy cars and mini cars); The market subject has changed from import to domestic; The subject of consumption has changed from group to private. The upgrading speed of automobile products is accelerated (the manufacturer produces 2-3 new models every year on average), the customer's choice is increased, the competition between manufacturers and dealers is intensified, and the profit space of dealers is compressed. Therefore, according to the traditional, single product oriented marketing model, the survival and development of logistics enterprises will be severely restricted.
Marketing innovation becomes the inevitable choice of China's automobile industry
In the long-term market environment, the vast majority of enterprises have formed a set of their own product marketing model. Although this traditional marketing concept has created brilliant achievements for enterprises, it is difficult to adapt to today's market. Due to market competition and changes, customer demand is constantly increasing, and this marketing model has been greatly challenged, mainly as follows:
Wrong idea. The marketing concept assumes that customers who have been tricked into buying a product will like to use the product; Or even if they don't like the product, they may forget their disappointment and will buy it again later.
The lack of methods. The marketing concept adopts the "inside out" working method. It starts from the enterprise, vigorously promotes and promotes the existing products of the enterprise, and realizes the profit of the enterprise. It emphasizes conquering customers, that is, obtaining short-term sales, rather than paying attention to who the buyer is and why they buy.
Short term customer relationship. Since the relationship with customers is mainly maintained during the purchase and sale period, in addition, the enterprise does not need to operate the interests of customers after the purchase and sale, so the relationship between the enterprise and customers is not sustainable, and of course, it is not sustainable.
Bad market effect. Most market research shows that ordinary customers will tell other three people about their happy shopping experience, while customers will tell other ten people about their bad shopping experience.
Main body of marketing innovation in China's automobile industry
Innovation of marketing concept
Kotler, a marketing master, believes that the realization of enterprise goals depends on the correct judgment of the needs and desires of the target market, and can meet the requirements of consumers in a more effective way than competitors. The concept of marketing has changed the traditional marketing concept from the perspective of "from inside out" to the perspective of "from outside in". It starts from a clear market, focuses on customer needs, coordinates all marketing activities that affect customers, and makes profits by establishing customer value based and long-term customer relationships. In other words, under the guidance of the marketing concept, enterprises provide the services that customers need, and make profits by meeting customers' needs.
Innovation of marketing mode
The strategic idea of the marketing model is to put people first and pay attention to the organic combination of the interests of society, enterprises and consumers. The enterprise regards itself and customers as a community of interests. Through efficient and orderly management methods and advanced information technology, it can identify, attract, acquire, retain and develop valuable customers, maintain a lifelong interaction with them, understand and plan to meet their needs, and ultimately achieve a win-win situation between the enterprise and customers. Specifically, automobile circulation enterprises should establish a fully functional "four in one" ("4S": vehicle sales, after-sales service, parts supply, information feedback) marketing management mode through orderly management and information technology.
By providing a comfortable car buying environment and professional and sound pre-sale, in sale and after-sale full program product lifetime service, this truly realizes the "consumer oriented" marketing concept. The new "4S" car store provides "one-stop" services (license plate registration, payment, insurance, car decoration, etc; After sales return visit, vehicle maintenance, parts supply, vehicle maintenance, 24-hour vehicle rescue service; The car renewal service (the service of dealing with the elderly and changing new cars) has met the needs of customers to the maximum extent and expanded the profit space of the enterprise.
Establish a new marketing service system. In order to adapt to the new marketing model, a new marketing service system must be established. Customer centered and market oriented. Customer needs are our choice, and market development trend is our goal.
Scale, standardization and specialization. Reduce costs and expand sales through the operation of certain scale chain stores; Strengthen the training of employees, standardize the whole process service procedures of reception, pre-sales, sales and after-sales, and the behavior of employees, as well as the business coordination and emergency mechanism.
Improve customer and business information systems and establish auto e-commerce. Through investigation, collection, statistics, and collection of customer and business data, analyze customer groups, customer distribution, and the needs of boring customers, guide business development, and determine the goal of marketing public relations.
Perfect human resources training and incentive mechanism. Through regular and special training plans, we will instill marketing concepts into employees, change their work style, work hard, train good learning fashion, improve their business and technical level, and define incentive mechanisms to achieve goal oriented (performance, customer satisfaction, average productivity, etc.), and motivate individuals and teams with money, honor, and sense of participation, The monetary incentive combines the bicycle commission and benefit commission to mobilize the enthusiasm and sense of responsibility of employees, maintain the image of the enterprise and brand, and connect all links of the marketing service system.
Marketing organization innovation
Marketing organization refers to the positions and structures involved in marketing activities within an enterprise. Marketing organization innovation is the guarantee of marketing innovation. Enterprises should combine their own conditions and characteristics, adjust the corresponding strategies and strategies in a timely and flexible manner, dynamically design the corresponding marketing organizational structure, and reengineer the marketing organization to improve the market competitiveness of enterprises.
Reduce management level. In the new marketing strategic model, it is necessary to make full use of the knowledge and wisdom of grass-roots employees. The design of the marketing organization should adapt to this changing feature, develop towards flat, reduce intermediate management levels, and further decentralize power to employees. When necessary, marketing decision-makers can directly authorize or direct front-line marketing personnel to take effective measures to grasp the market initiative. This will enable enterprises to respond quickly to the market. At the same time, it can also solve the problems of low efficiency caused by too many levels of marketing management within the enterprise.
Establish a multi project marketing management team. The enterprise transfers people with corresponding professional skills from marketing organizations or other functional departments according to specific marketing problems and tasks
，
, organize a temporary "professional marketing team", accept the authorization of the marketing decision-making level, take full charge of specific projects, and play a role in joint research and problem solving. After the mission is completed, the team will be dissolved.
Marketing communication innovation. Frequent information exchange and communication among business departments of the enterprise and exchange of views are conducive to seeking common ground while reserving differences, narrowing understanding differences and resolving all kinds of incongruities. The marketing organization takes the initiative to play the role of marketing communication. Through the design of the marketing organization, it innovates the way of information exchange, establishes the main channel of information communication, promotes the horizontal flow of information, and eliminates the marketing disharmony between departments.
The Prospect of Marketing Mode Innovation in China's Automobile Industry
The author believes that the future marketing model of China's automobile industry will have the following characteristics.
Marketing main body: in the mass production of vehicle models, the marketing system with manufacturing enterprises as the core will become the main body of the sales organization. The distribution enterprise obeys and implements the overall market strategy of the manufacturing enterprise.
Strategic partnership: manufacturing enterprises are looking for strategic partners who share weal and woe. Most distribution units will form long-term and solid strategic partners with large automobile enterprise groups.
Regional group organization: under the condition of a certain geographical range and user density, sellers will form regional groups. Each group has warehousing, maintenance, and accessories, forming multiple functions. A national distribution group is formed based on regional groups.
Market supplement system: small independent sales units and some auto repair companies serve other enterprises and some related users as sales supplement.
Emerging sales mode: department store sales mode exists as an extension of a regional group and a stall. However, e-commerce will first combine with the traditional way, and its later impact is still incalculable.
When talking about the trend of automobile marketing model in China, we must base on the actual national conditions. The future automobile market can only be a long-term coexistence of multiple models that combine local and foreign markets, are diversified, have regional characteristics, and meet the needs of consumers at different levels.
Comrade pointed out that "a nation without innovation ability can hardly stand in the forest of advanced nations in the world", so for automobile sales enterprises, enterprises without innovation ability can hardly stand in an invincible position forever. In the period of "Spring and Autumn and Warring States" in the domestic market, only continuous reform and innovation, change the old business concepts, and implement new marketing concepts; Only by taking customers as the center, taking service as the basis, conforming to the market trend, and integrating with the international advanced automobile marketing mode and system, can the enterprise regain its vitality, make greater progress, and establish its national brand. Marketing innovation is the inevitable choice for the development of the automobile industry.
In general, the world is moving forward and changing rapidly, and our ideological understanding is constantly improving in practice. In the irreversible economic tide, every manufacturing enterprise should constantly establish and adjust its marketing strategy, choose a marketing model that conforms to the market scale, and each distribution enterprise should seize the opportunity to choose its own destiny. At present, one of the biggest characteristics of Chinese marketing enterprises is that they are numerous, decentralized and in a chaotic state. However, as far as China's automobile industry is concerned, the existing distribution units have formed a huge asset in terms of capital, assets, talents, knowledge, technical resources, user relations and other aspects. Making good use of these assets is a blessing for the country, the automobile industry, and also a shortcut for manufacturing enterprises to seize the market. Many enterprises have become promising partners of foreign manufacturers.
At the dawn of the new century, China's automobile industry will undoubtedly have a greater development. Under the pressure of competition from international automobile groups, China's automobile enterprises are facing a new crisis, which is both a danger and an opportunity. Every enterprise needs to meet challenges, seize opportunities, determine its position and seek its own development.
reference material:
Kang Rongping, New Strategic Trends of Large Multinational Corporations, Economic Science Press, 2001
Shao Haizhong, WTO and Automobile Marketing, Hubei People's Publishing House, 2001
3. Beijing Asian Games Village Auto Trading Market, Comparison and Analysis of Auto Marketing Models under the Condition of Global Economic Integration, China Auto Maintenance Market, 2001
4. Qin Yuanjian, Analyzing the Development of China's Auto Industry from a Systematic Perspective, Auto Industry Research, 2001
Chapter 6: Model text of automobile marketing summary
Summarize the overall environmental status of the car market this year
The car sales manager should first describe the overall situation of the car market, such as market capacity, competition situation, market share, changes in sales channel mode, changes in consumer needs, regional market characteristics, etc. The purpose is to understand the overall situation and development trend of the car market and grasp the progress of the market.
Secondly, deeply analyze the competitive products in the car market. From the product price, channel mode, promotion, advertising, sales staff and other aspects to analyze. We should know ourselves and the enemy, and be invincible in every battle. The purpose is to find an excellent marketing model, dig out their own shortcomings, and improve.
Finally, the automobile sales manager should summarize his own work and analyze it from the aspects of sales data, target market share, price system, brand promotion, marketing management system, marketing team management, salary incentive, etc. The purpose is to find out the key problems and analyze the preliminary causes, so as to find out the solutions to the problems.
Problems and deficiencies in work
In the process of work, the automobile sales manager will always encounter different problems, as well as his own mistakes and shortcomings in work. Write down your own shortcomings, and then write about how to improve them, so that there is room for progress.
Make the automobile marketing plan for the next year
Chapter 7: Model text of automobile marketing summary
Nowadays, many automobile enterprises in China have begun to compete for network information platforms. In summary, the current advantages of online marketing of major automobile enterprises in China are as follows:
（1） Online auto show gradually promoted
Due to the increased human, material and financial investment required for the physical auto show, and the limited scope of radiation, many auto enterprises now see the convenience and radiation of the network and begin to use online stations to display cars and related parts and components, which not only overcomes the shortcomings and limitations of traditional stations, but also provides a platform for automobile manufacturers Auto parts manufacturers and relevant dealers, dealers and auto parts manufacturers provide channels for product display. Moreover, there are already many network information platforms that provide targeted services to these enterprises, such as Pacific Auto, Home of Automobiles, and Auto Show Online, which can help enterprises display their corporate image and products, greatly improve the overall effect of auto display, and facilitate the exchange of information in the automotive industry, It also provides great convenience for automobile trading.
（2） Increase of online parts procurement
In addition to vehicle sales, the sales of auto parts are also very considerable. However, under the traditional procurement form, the procurement of auto parts will be limited by such factors as region, procurement cost, procurement efficiency, etc., and it is difficult to achieve the optimization of procurement price. Improving traditional procurement to online procurement not only reduces procurement costs, but also greatly expands the scope of procurement and improves procurement efficiency. At present, many automobile companies have begun to jointly establish parts purchase websites gradually, thus further laying the foundation of automobile online marketing.
（3） Gradually improve customer service
With the increasing competitive pressure in the automobile sales industry, service has become an important means for these enterprises to improve their market competitiveness. Using online product introductions, new user services, customer Q&A exchanges, automotive product knowledge, order inquiries and processing, etc. can improve customer satisfaction, cultivate their awareness of their own corporate brands and products, and improve customer loyalty. Nowadays, many automobile enterprises have begun to increase ordering services online to realize customers' special customization of models, interiors and colors online, which not only shortens customers' receiving time, but also realizes the optimal configuration of enterprise's supply.
（4） Accelerated development and production of new products
By using the Internet, enterprises can share information on the Internet and gain more opportunities for cooperative project development, thus helping automobile enterprises accelerate the development and productivity of new products. Nowadays, many automobile enterprises in China have begun to use the Internet for public bidding and choose suitable project partners, which not only shortens the development time, but also improves the market responsiveness of enterprises.
2、 Main Problems Existing in the Current Network Marketing of China's Automobile Industry
（1） Network marketing needs to be strengthened
Although many automobile enterprises have made some achievements in online marketing, their marketing efforts still need to be strengthened. To be specific: First, the regional information awareness is not strong, and the overall network marketing is given priority to. According to the survey, different markets and regions in China have different market characteristics. If integrated online marketing is used for publicity and promotion, it will inevitably lead to "acclimatization" in many regions. If the same online marketing model is adopted, it will only cater to some popular groups; Second, internal information planning needs to be strengthened. Many automobile enterprises have their own official websites, which can provide online booking services, and have formulated internal information planning. However, from the perspective of information content, it is still the same as other automobile enterprises. It only plays the role of product promotion, and has not formed information planning such as online question answering and online interactive communication, which makes many audiences still have doubts about online transactions.
（2） Lack of professional network marketing talents
From the current situation of website construction and official website marketing of domestic automobile enterprises, there is still a great shortage of talents in online marketing. Real network marketing talents should not only be familiar with network technology, but also be able to understand the market dynamics and optimize the two skills. Specifically: First, we should be familiar with Internet knowledge such as search engine ranking, online advertising, click through rate, and have certain statistical analysis ability and successful website promotion experience; Second, master B2B, B2C, C2C and other online marketing models, and be able to help the company develop online marketing resources and channels with a variety of online promotion technologies and methods; Third, be able to carry out targeted industry understanding in the field of automobile and spare parts industry marketing, and be able to tailor reasonable marketing programs for enterprises and customers. However, from the perspective of online marketing of China's automobiles and related enterprises, most of them can only use the Pacific Auto Network, Home of Automobiles, Online Auto Show Network and other website platforms to promote their products, and few can really achieve online transactions. It can be seen that auto enterprises themselves are extremely short of online marketing talents, which should be one of the specific directions for these enterprises to improve their talent system in the future.
（3） Serious homogenization and lack of marketing innovation
Although many automobile enterprises have begun to choose online marketing, there are still serious problems of homogenization in terms of their marketing creative points, auto product performance and other aspects. In particular, online marketing has begun to realize the transparency of sales prices of automobiles and related parts. In order to win market competition, many enterprises have embarked on the marketing misunderstanding of "discount" and "price reduction". In fact, the network industry is a technology driven industry, and related enterprises should grasp the customer interaction and quality, and use marketing innovation and technological innovation to grasp the trend of automobile marketing.
3、 Specific Countermeasures to Solve the Network Marketing Problems of China's Automobile Industry
In view of the above problems in online marketing of China's automobile industry, the author believes that we can solve them by implementing experiential marketing mode, team operation mode, interactive marketing mode, etc.
（1） Implement experiential marketing
In view of the fact that the current network marketing of China's automobile industry is too primary, the author believes that it can learn from the experience marketing model of the electrical industry to realize the experience marketing of automobiles. That is, automobile and related parts enterprises can establish a sound experiential marketing model, and implement a whole set of experiential services from the early experience marketing preparation and publicity, experience tracking and experience results research summary. First, preliminary experience marketing preparation and publicity. Online marketing promotion can be carried out through free experience collection activities, high-quality free test drive, self driving travel and other full experience activities, and activity promotion can be carried out by using search engines, official websites, etc. to attract the attention of many potential customers. Not only that, relevant enterprises can also improve the WeChat customer base through offline publicity, using the form of QR code scanning gifts, and promote the activity content through WeChat marketing; Second, activity travel tracking. For the driving and riding customers involved in the activity, special personnel should be assigned to track the whole experience, collect the driving experience of customers from the activity, and share the collected content in a timely manner; Third, the survey summary of the end of the activity. Design a survey form for the whole journey driving and riding situation, let the participants fill in the survey, and write simple feelings and improvement suggestions for the content of this activity, so as to constantly improve the product content in the future.
（2） Implement team operation mode
In view of the lack of professional network marketing talents in the current automobile enterprises, the author believes that they need to implement the team operation mode in the process of network marketing, that is, pay attention to the job responsibility distribution of different posts, and pay more attention to the skill improvement and cohesion between different posts. Specifically, it is necessary to implement team operation from multiple perspectives. From the perspective of internal team structure, it is necessary to build an online marketing team and set up different marketing posts. Different posts set specific job responsibilities, with clear rights and responsibilities, each performing its own duties, and each having its own ownership and leadership managers; From the perspective of team skills and quality training, the team members' job assessment and job training should be carried out on a regular basis to ensure the continuous improvement of the professional quality of online marketing personnel on the job; From the perspective of incentive methods, we should develop a sound incentive mechanism, including material incentives and promotion incentives.
（3） Create an interactive marketing model
In view of the serious problem of homogenization of current automobile enterprises' online marketing content, it is extremely unwise to start only from product innovation (the use performance of automobiles is relatively fixed), but should improve the market share by improving services. The author believes that China's automobile enterprises can create an interactive marketing model to achieve good interaction between car friends and potential customers in various regions by virtue of new media platforms such as portal brand zones, microblogs, WeChat, forums, car friend communities, and combined with offline promotion, television and other diversified media publicity. For example, Chinese automobile enterprises can launch various main activities in line with the product positioning on the network, and carry out interactive award-winning activities, which can not only attract wide attention from netizens, but also obtain personal information of many potential customers. Not only that, they can also integrate online elective courses, focus on voting, etc., and closely bind theme activities with automobile products, So as to improve the corporate image and brand image in the process of product promotion.
4、 Conclusion
Chapter 8: Model text of automobile marketing summary
Editor's Note:
On May 6, China Automobile Circulation Association analyzed the 2015 annual report of some listed automobile dealer groups.
The report analyzes and discusses the assets scale, operation, profit composition, profitability, benchmarking data, innovation and development and social contribution of listed enterprises, involving 15 listed automobile dealer groups.
From the data, the dealer group is facing great pressure.
In 2015, among the 15 listed dealer groups, 6 enterprises maintained a growth in total revenue, while the rest of the enterprises experienced declines in different degrees.
In terms of gross profit margin, the overall gross profit margin of the listed auto dealer group was the same as that of the previous year, with an average gross profit margin of 8.1%, an increase of 0.2 percentage points over the first half of 2015. Although the overall level. However, the number of enterprises whose gross profit margin declined still accounted for the majority, reaching 8.
At the same time, due to weak market demand and high inventory of enterprises, the growth of new car sales did not bring a significant increase in new car sales revenue. During the reporting period, 15 enterprises achieved a total of 389.2 billion yuan in auto sales revenue. 6.64% lower than that of the previous year.
Therefore, in the face of the new changes and the new normal of the automobile market, the listed automobile dealer groups actively explore new models and carry out new businesses such as automobile finance, new energy vehicles, second-hand cars, parallel imported cars, in order to open up a successful road under the new market situation.
In 2015, the international and domestic environment facing China's development was complex and severe, the downward pressure on the economy continued to increase, and multiple difficulties and challenges were intertwined.
As an important pillar industry of China's national economy, the automobile industry has maintained steady growth despite its slowdown under the downward pressure of the macro-economy, and has played an important role in promoting economic development, driving employment, expanding consumption, etc.
In the face of pressure and challenges, the automobile circulation industry actively adapts to market changes, actively develops new models, develops new businesses, explores new development directions, and seeks new profit growth points, which has achieved good results.
As a leader and pioneer in the industry, the business performance and development direction of the listed automobile dealer group are very representative. Studying and summarizing its annual report is of great significance to comprehensively understand the current situation and future development direction of the automobile circulation industry.
This report analyzes and discusses the assets scale, operation, profit composition, profitability, benchmarking data, innovative development and social contribution of listed enterprises, involving 15 listed auto dealer groups, including Guanghui Auto.
On the whole, the listed auto dealer groups in 2015 are still in the process of transformation and upgrading. Although some enterprises' main operating indicators have declined, they have shown many highlights in exploring new models and developing new businesses.
Asset size
In 2015, under the complex market environment, the asset scale of the listed auto dealer group maintained a small growth, showing a moderate expansion trend, indicating that investors and all sectors of society are confident in the future development of the auto circulation industry.
The data shows that the growth rate of total assets of Hexie Auto, Guanghui Auto and Rundong Auto exceeded 20%, and the average growth rate of total assets of 13 enterprises was 3.43%, maintaining a moderate expansion overall.
The relatively large increase in net assets has reduced the asset liability ratio of enterprises. In 2015, the net assets of 13 enterprises increased by 17.05% on average, and the asset liability ratio decreased by 3.65 percentage points on average. The asset structure of enterprises continued to adjust.
Operation
The change of the market environment has made the business philosophy of the enterprise change from "selling products" to "selling services", from "focusing on sales and services" to "focusing on sales and services". The change of business philosophy has continuously optimized the income structure of enterprises.
1. Main business income
In 2015, among the 15 listed dealer groups, 6 enterprises maintained growth in total revenue, while the rest of the enterprises declined to varying degrees. The enterprises within the statistical range achieved a total of 439.8 billion yuan in auto business revenue in the year, a decline of 5.32% compared with 2014, and the decline was narrower compared with the first half of 2015, which was mainly due to the government's automobile market stimulus policy.
During the reporting period, the overall gross profit margin of the listed auto dealer group was the same as that of the previous year, with an average gross profit margin of 8.1%, an increase of 0.2 percentage points over the first half of 2015. Although the overall level was flat, the number of enterprises whose gross profit margin declined still accounted for the majority, reaching 8.
2. New car sales business
In 2015, 1.94 million new cars were sold by the listed auto dealer groups within the statistical range, up 2.05% year on year.
Among them, the growth rate of Midong Auto, Xinfengtai Auto, Baoxin Auto and Zhongsheng Auto all exceeded 15%, while that of Yaxia Auto, Pangda Auto and International Auto decreased by 1.17%, 3.87% and 28.87% respectively.
Due to the low market demand and high inventory of enterprises, the growth of new car sales did not bring a significant increase in new car sales revenue.
During the reporting period, 15 enterprises achieved a total of 389.2 billion yuan in auto sales revenue, a decrease of 6.64% over the previous year. Among them, except for Mideast Auto, Guanghui Auto, Zhongsheng Auto and Yongda Auto, the rest of the enterprises declined to varying degrees or were basically the same as the previous year.
New car sales revenue is still the most important source of revenue for enterprises. However, with the development and deepening of related businesses in the automotive aftermarket, the income structure of enterprises has changed, and the proportion of new car sales revenue has decreased year by year.
In 2015, the proportion of new car sales revenue of 15 listed auto dealer groups decreased by 1.25 percentage points on average compared with that of last year, including 12 enterprises.
Affected by the oversupply of the market as a whole and the destocking of enterprises, the gross profit margin of new car sales of each listed group in the reporting period fell by 0.55 percentage points on average compared with the same period last year, with an average gross profit margin of 3.26%. Among the 15 enterprises, only the gross profit margin of new car sales of GMAC-SAIC Motor Corporation, Yaxia Motor Corporation and Guanghui Motor Corporation increased over the previous year.
The gross profit of single car sales decreased significantly compared with last year. In 2015, the gross profit of single vehicle sales of enterprises within the statistical range was 8800 yuan, down 27.86% year on year.
The overall situation of the automobile market is not optimistic, coupled with increasingly fierce market competition, followed by high marketing, sales and financial expenses, which further reduces the real profit margin of new car sales (gross profit margin of new car sales - sales expense rate - financial expense rate).
In 2015, the average real profit margin of the listed auto dealer group within the statistical range was -1.71%. Only the real profit margin of Guoji Auto and Guanghui Auto was positive. The new car sales business of other enterprises failed to achieve profitability after deducting costs and expenses.
3. Automotive aftermarket business
With the change of business concept, the after-sales service business income of listed dealer groups within the statistical range has increased compared with the previous year.
During the reporting period, 15 listed auto dealer groups achieved a total revenue of 42.9 billion yuan from auto after-sales service business, up 6.75% year on year, of which Hexie Auto, Midong Auto, Rundong Auto and Yongda Auto grew by more than 15%.
In March 2015, Hexie Auto signed a strategic cooperation framework agreement on "Internet+Smart Electric Vehicle" with relevant enterprises and established a joint venture partnership, planning to invest in new energy vehicle projects and related Internet projects.
Yongda Auto has signed strategic cooperation agreements with manufacturing enterprises and telecom operators to jointly develop the construction of 4G+Internet of Vehicles+smart car electromechanical pile+electric car time-sharing rental service network, and has successively obtained the rights of three major domestic new energy car brands, BAIC, JAC and Denza.
Xinfengtai Automobile is also actively trying to introduce new energy vehicle brands.
5. Used car business
At present, China's car ownership has reached 173 million, laying a solid foundation for the rapid development of the second-hand car market.
With the improvement of the policy environment of the used car market, the used car business will become one of the main businesses of auto dealers. While bringing stable profit sources to auto dealers, it will also play a role in boosting new car sales and related value-added businesses, and enhance customer viscosity.
Therefore, more and more automobile dealer groups have included second-hand car business in their strategic development priorities, and at the same time set about establishing relevant management and service systems, hoping that second-hand car business will become their new profit growth point. In 2015, the business scale of Guanghui second-hand automobile trading service grew rapidly, with 45564 trading units in the whole year, up 29.99% year on year.
In addition to its own brand of "Guanghui Certified Second hand Car", in January 2015, Guanghui Auto also signed a "line" certified second hand car evaluation qualification authorization agreement based on national standards with the China Automobile Circulation Association, becoming a member of the "line" certification system.
Zhongjin Zhenrong Automobile Investment Management (Beijing) Co., Ltd., a company mainly engaged in second-hand car business of State owned Machinery Automobile, uses its years of experience in offline second-hand car servicing, maintenance and quality assurance, and combines the Internet thinking of online inspection and certification of Internet enterprises to jointly build the 020 platform for second-hand cars.
Yongda Auto vigorously promoted the development of used car business during the reporting period, striving to build the most influential used car chain group in China. In 2015, the official website and WeChat of "Yongda Used Car Mall" were established. At the same time, the ERP system of used cars was fully deployed in the group, standardized business management was implemented, and "Yongda Certified Used Car Standard" was promoted, which expanded the brand influence.
6. Parallel import automobile business
As an effective supplement to authorized import channels, parallel imported cars have also attracted many automobile dealer groups to arrange related businesses.
In 2015, Pangda Auto purchased and sold more than 4000 parallel imported vehicles throughout the year, making it the largest dealer of parallel imported vehicles in China. With the advantages of import resources and sales channels, the Group's parallel import automobile business has developed rapidly, and the parallel import automobile business will also become an important source of profit contribution for huge automobiles.
In September 2015, Guanghui Automobile, together with Tianjin Free Trade Zone Airport Economic Zone Management Committee and several enterprises, launched the largest parallel import automobile e-commerce headquarters project in China, and planned to establish a leading industrial resource integration and application platform for parallel import automobiles.
7. "Internet+automobile circulation"
With the characteristics of high efficiency, economy and freedom, Internet technology has profoundly changed people's living habits, and has also penetrated into all walks of life, including the automobile industry. After the government put forward the action plan of "Internet+", the enterprises in the automobile circulation industry actively explored, blazed new trails, and practiced the road of "Internet+automobile circulation" from different angles and in their own models.
Social contribution
In 2015, 15 auto dealer groups within the statistical range achieved 8.47 billion yuan in profits and taxes for the country. As an important component of the automobile industry, the pillar industry of the national economy, the automobile circulation industry has made due contributions to stimulating domestic demand, driving employment, and ensuring the harmonious and stable development of the automobile market.
After years of development, China's automobile market has changed from a "product oriented" seller's market to a "consumer oriented" buyer's market.
Chapter 9: Model text of automobile marketing summary
[Key words] Auto dealers; merger; Industrial structure adjustment
1、 Overview
In 2012, the growth of China's automobile market slowed down, and the automobile circulation field fell into a low profit valley. This year, major dealer groups began to seek transformation one after another, pouring into the capital and service markets, and M&A and expansion are constantly playing out.
The overcapacity and the expansion of dealer network have pushed the automobile circulation field into a low profit valley. Due to the European debt crisis, some luxury brands transferred the surplus products outside China to the Chinese market on a large scale, leading to the outbreak of price war, which directly compressed the profit space of dealers. The overcapacity caused the sales price of the automobile industry to continue to fall. In 2011, the number of automobile dealer outlets in China increased by 21% to 16300, of which the number of dealer outlets of local automobile manufacturers increased by 36% in two years. The competition is becoming increasingly fierce. The automobile enterprises with serious overcapacity have to maintain the retail price discount at 5% to 15% or even higher. In addition, at present, the concentration of dealers in China is not high enough. As of 2011, there were more than 60000 auto dealers registered with the State Administration for Industry and Commerce, 75% of which are non group single store operations. The single store operation and management of dealers also limit profits.
Under the policy encouragement, the era of large-scale development is coming, and the advantages of dealer groups are increasingly prominent. On December 17, 2011, the Ministry of Commerce released the Guiding Opinions on Promoting the Development of the Automobile Circulation Industry during the 12th Five Year Plan Period (hereinafter referred to as the Opinions). The Opinions clarifies the guiding ideology, development goals, main tasks and safeguard measures for the development of the automobile circulation industry, and is a guiding document for the development of China's automobile circulation industry during the "12th Five Year Plan" period. According to the plan, there will be dealer groups with revenue of more than 100 billion in the automobile circulation industry. The Opinions said that during the 12th Five Year Plan period, the turnover of the top 100 retail enterprises accounted for more than 30% of the total business volume of the industry. At the same time, 30 regional automobile circulation enterprises with a main business of more than 10 billion yuan and 3-5 large automobile circulation enterprises with a main business of more than 100 billion yuan were cultivated.
2、 Case overview
1. Baoxin Auto acquired Yanjun Auto Group for 350 million yuan
Baoxin Auto was split from Shanghai Kailong Auto Group and successfully listed in Hong Kong in December 2011. It issued 379 million shares at an issue price of HK $8.50 per share and raised HK $3.224 billion. It is a car sales and service group focusing on operating many world famous brand car 4S stores. Since its inception, it has successively established a number of 4S outlets for luxury brands such as BMW, Audi, Land Rover, Jaguar and Cadillac, and for medium and high-end brands such as FAW Toyota, GAC Toyota, Guangzhou Honda, Shanghai GM Buick and Chevrolet. Distribution and service outlets are mainly distributed in the Yangtze River Delta, the old industrial base in Northeast China, East China, North China and other regions with developed economy, dense population and huge market potential. Now it has become one of the most influential and powerful professional automobile sales and service enterprise groups in China.
Founded in 1995, Yanjun Automobile is a purely foreign-funded enterprise, mainly engaged in the automobile distribution business of high-end brands. Its brands include BMW, MINI, Volvo, Jaguar, Land Rover and Porsche, and its dealer brands owned and operated include Yanbao, Yanhao and Yanyingjie. The company's dealers are mainly distributed in Beijing, North China and Northwest China. In 2010, the sales of finished vehicles reached 15000 and the number of maintenance vehicles reached 120000.
On August 30, 2012, Baoxin Auto, which was listed in Hong Kong, announced that Baoxin Auto purchased NCGA Holdings Limited, which is engaged in luxury car distribution business in the mainland, from Citigroup, private equity fund Pangaea One, Apollo Global Management and other sellers at a total price of $305 million. This purchase will be paid in cash, bonds and consideration shares. Among them, Baoxin Auto will pay $232.6 million in cash, and issue bonds with a total value of $58.16 million to the seller, with an annual interest rate of 5.65%, and will pay part of the price by issuing consideration shares, with an issue price of 3.974 yuan. The company will issue a total of 28.57 million shares, accounting for 1.12% of the issued share capital after the expansion of the company. After the acquisition, Yanjun Auto will become a wholly-owned subsidiary of Baoxin.
This acquisition will help Baoxin consolidate the leading distribution position of BMW and MINI brands, and enrich the company's distribution portfolio of luxury and ultra luxury cars. While enriching the number of online stores for luxury cars, it expanded its reach from East China to North China.
2. Huge Group acquires the equity of CNAC Nanhua
On September 4, 2012, Pangda Ssangyong (Beijing) Automobile Sales Co., Ltd. announced the completion of the acquisition of the equity of CNAC Nanhua, which made Pangda Ssangyong the only head dealer of Korean Ssangyong Automobile in mainland China. Further strengthen and unify the Ssangyong auto market image, and lay a solid foundation for strengthening dealer management and product price management. This acquisition is conducive to improving the sales of Ssangyong Motors in China, improving the service for Ssangyong owners, and expanding the future development space.
3、 Case study
1. Effect analysis of M&A
(1) Expand production and operation scale and reduce costs. The purchase behavior of auto dealers will help to change the current situation of "separation, decentralization and small size" of domestic auto circulation in the long run. According to the statistics of the Ministry of Industry and Commerce, at the beginning of 2011, the number of automobile brand dealers in China has exceeded 65000. In the 2011 Top 100 Auto Dealers List of China Automobile Circulation Association, the total sales volume of the top 100 auto dealers was 3.92 million, about one sixth of the national total sales volume, including 5665 online stores, including only 3952 authorized 4S stores. In order to foster the automobile retail sector, the Ministry of Commerce issued the Guiding Opinions on Promoting the Development of the Automobile Circulation Industry during the "12th Five Year Plan" at the end of 2011. The policy guidance and encouragement will promote the adjustment of the industrial structure, require the industry to increase its concentration, and strive to achieve that by the end of the "12th Five Year Plan", the turnover of the top 100 automobile retail enterprises will account for more than 30% of the total industry.
(2) Increase market share and enhance the strategic position of the industry. With the expansion of dealers' strength range and the improvement of their market position, the imbalance of manufacturers' position can be changed in the long run. According to the 12th Five Year Plan, 30 regional automobile circulation enterprises with main business income of more than 10 billion yuan and 3-5 large automobile circulation enterprises with main business income of more than 100 billion yuan will be cultivated. In the huge acquisition cases, the sales of Ssangyong Motors in the Chinese market will be comprehensively improved by strengthening the coverage of the sales network. After becoming the only sales manager of Ssangyong Motors in China, Pangda Ssangyong can implement the long-term development policy, implement the unified sales strategy, and implement the same preferential promotion scheme without being constrained, so as to build the domestic sales network into a highly integrated and efficient sales platform. The anti market expansion of large automobile trade groups is conducive to the integration of resources, reducing costs, forming scale effects, and better coping with the risks of the future automobile market. After reorganization, it can integrate many scattered brands, which is conducive to the development of enterprises. Dealers' cars will have the voice of "bargaining" in the market, and the situation of "small dispersion" of strength will also be reversed.
2. M&A risk analysis
After M&A, enterprises can produce synergy, reasonably allocate resources, and reduce internal competition and other advantages conducive to enterprise development. However, in the future, capital will prefer efficiency to scale. Large auto dealer groups with low profits and even losses may also be a burden to capital, rather than a good tool to gain income. Auto dealers use domestic or foreign capital to carry out mergers and acquisitions in China, of which the financial risk is the most prominent. Due to the huge foreign brand auto market, the risks of human resources and corporate culture in Chinese and foreign mergers and acquisitions are inevitable.
(1) M&A financial risk
Baoxin completed large-scale mergers and acquisitions with more than 300 million dollars of capital. After the announcement of the acquisition, the share price of Baoxin Auto fell by 2% throughout the day, and the largest decline even reached 7.25% at noon. This indicates that the capital market is not optimistic about the acquisition of Baoxin Auto, and it can be seen that the short-term market reaction brought by the acquisition is not optimistic. Only when the size of auto dealers is large enough can they lower the manufacturer's ex factory price, lengthen the settlement cycle of funds, and thus improve the purchase concentration through mergers and acquisitions. However, this move has brought serious financial pressure, which is likely to lead to increased income without increased profits.
While the huge group of auto dealers accelerated its expansion, the profit in the third quarter showed a downward trend. However, according to the third quarter report recently released by Pangda Group, in the first three quarters of 2012, the company recorded its first quarterly loss since its listing, with a loss of 516 million yuan. In the first half of 2012, although the net profit of Pangda Group was 233 million yuan, it has decreased by 42.28% year on year. The main reason for this loss is the increase of financial risk in the environment of rapid expansion without overall improvement.
(2) Operational risk and the risk of relocating employees of the acquired enterprise are inevitable
It is a trend to merge and centralize dealers, eliminate dealers with poor operation status, and leave the dealer groups with good service and good operation to the last. However, in the wave of mergers and acquisitions, attention must also be paid to the integration of human resources of the acquired enterprises.
Yanjun Automobile is a foreign-funded enterprise. In such cross-border mergers and acquisitions as Baoxin's acquisition of Yanjun, the integration of corporate culture is very important. The transformation of the original foreign enterprise employee identity to the private enterprise employee identity requires a process of adaptation, and also requires the acquirer to reasonably solve the resettlement problem. The purchase announcement of Baoxin did not mention the placement of Chinese employees. After the announcement of the merger, Yanjun Automobile had an employee strike, and the subsequent solution given by the US funded board of directors failed to satisfy the employees.
Under the situation of market slowdown, China's automobile market has entered a period of industrial restructuring and transformation. Merger and reorganization will become a trend in the field of automobile circulation. The formation of large dealer groups can expand the business scale, improve the efficiency of resource utilization, and is conducive to future development. At the same time, it is also an opportunity for enterprise transformation for poorly managed single store dealers.
However, just relying on rapid expansion and seeking economies of scale cannot actually solve the dilemma of profit space compression, and the risks brought by mergers and acquisitions need to be reasonably avoided by enterprises. Moreover, in the future, auto dealers may also need to actively change the distribution model and expand profit channels, which is more important for the development of dealers. Only by constantly seeking change can they remain invincible in the fierce competition.
reference:
[1] Ministry of Commerce of the People's Republic of China. Guiding Opinions of the Ministry of Commerce on Promoting the Development of Automobile Circulation Industry during the "12th Five Year Plan" [J]. China Auto Parts Market, 2012 (01)
[2] Ye Yuqing, Hui Hao. Research on the Risks of Enterprise M&A and Restructuring [J]. China Urban Economy, 2009 (10)
[3] Wu Xiaoqiu. Principles of Corporate Mergers and Acquisitions [M]. Beijing: China Renmin University Press, 2002
