With the rapid growth of automobile sales, the bosses of various automobile companies laughed heartily, but the arrival of bad luck and financial crisis made them look depressed in the face of automobile sales prospects. Coupled with fierce market competition, it is even more difficult to survive well, just like sailing against the current. So what are the general characteristics of current automobile marketing?
First, the demand for automobile consumption continued to rise, but many buyers held a wait-and-see attitude during the financial crisis. At present, the economy has improved, and car sales have also increased significantly.
Second, consumption growth is accompanied by fierce competition and survival of the fittest.
Third, the automobile marketing environment has changed. The rapid appearance of new models shortens the life cycle of products, and the personalized characteristics are increasingly obvious. Therefore, people are very rational when buying, and the conventional marketing methods need to be changed.
Fourthly, the lack of automobile marketing talents has become the bottleneck of the development of China automobile industry. It's not that there are no marketers, but there are more suitable marketing talents. The transformation from seller's market to buyer's market needs better marketing methods, and the key to marketing success is talent.
Second, the demand analysis of talents in the automobile market
At present, the demand for automobile marketing talents basically has the following three points:
First, the shortage of automobile marketing talents will continue. Domestic automobile industry has become a pillar industry related to the national economy and people's livelihood. Since it is a pillar industry, the demand for talents will not be saturated in a short time.
Second, the compound automobile marketing manager will play an important role. Excellent automobile marketing managers often need to have comprehensive skills such as automobile technology, management, marketing, insurance and beauty. And senior managers also need to have strategic management skills.
Third, in the future, automobile marketing talents will flow frequently and the market will be active. The frequent flow of talents is one of the important manifestations of an active and energetic industry, and automobile marketing will activate the talent market. Therefore, university education and automobile marketing consulting companies came into being, and training followed.
Third, the cultivation of automobile marketing talents.
Automobile is a high-tech product, which requires marketers to know both technology and knowledge. Students majoring in automobile marketing mainly study the knowledge of marketing, automobile marketing and automobile technology, which requires them to have the following knowledge and abilities: (1) Systematically master the basic theoretical knowledge of natural science and technical science required by this major. (2) Have certain professional knowledge and related knowledge such as marketing, management and etiquette. (3) Have the necessary computer application skills and certain basic process operation skills in this major. (4) Strong ability of self-study, understanding and solving practical problems. The main courses of automobile marketing major include:
(1) Marketing expertise. The main courses are marketing theory, sales skills and so on. The application and development time of marketing in China enterprises is relatively short, and the real application time in automobile marketing is even shorter. How to correctly use 4C and 4P marketing knowledge to open the automobile market will become the key to the survival and development of automobile marketing talents. Specifically, the marketing expertise that automobile marketers should possess includes brand management, price strategy, promotion strategy, channel management, relationship marketing and strategic management of human resources.
(2) Automobile professional knowledge. Automobile professional knowledge includes automobile structure, automobile electrical appliances, automobile maintenance, automobile air conditioning, mechanical foundation and so on. In addition, as a compound talent, you need to have knowledge of modeling, design, automobile aesthetics, foreign languages and so on. In the process of automobile marketing, some marketers cannot combine automobile specialty with marketing perfectly. When customers make inquiries, they often lose sales opportunities because they can't meet customers' requirements.