With China's entry into the World Trade Organization, China's automobile industry has entered a new era. Below I have collected professional papers on automobile marketing for you, welcome to read!
Automobile marketing professional thesis: summary of information construction in automobile marketing industry;
With the continuous development and perfection of information technology, it has brought many convenient services to people. Buying and selling goods online is not a new topic. People can buy all kinds of goods online, and information marketing has become an inevitable trend. In such a big environment, how should automobile sales enhance their competitiveness? What is the mode of automobile information sales sometimes? Based on this theme, this paper summarizes the current automobile marketing model and analyzes the general structure of automobile information marketing.
Key words:
Automobile sales; Information sales; System informatization
At present, the network has become a necessity in people's lives, and information marketing has also become a new marketing weapon for businesses. Information marketing can put a lot of information on commodities, and at the same time, there are many kinds of information, which makes people know more about commodities. Online merchants can communicate and respond with customers in real time to better serve customers. In such a big environment, automobile information marketing has become a necessity. Information marketing not only facilitates customers, but also creates more opportunities for us. What changes will the collision between the old marketing mode and the new marketing mode bring to the automobile marketing industry, which will be a good opportunity to enhance the competitiveness of the industry and innovate the marketing mode.
1, analysis of automobile sales model
At present, automobile sales are mostly traditional sales, mainly in the following ways. First, automobile manufacturers sell products directly to customers. Second, automobile manufacturers set up their own brand sales companies. Third, automobile manufacturers and dealers cooperate to set up joint distribution companies, and both sides use their own convenient conditions for mutual benefit. Fourth, choose dealers to set up franchise stores with company brands. Fifth, the general distribution company. At present, China's automobile marketing is still carried out in the mode of general agent and regional operation, which is also a very traditional sales method. Nowadays, the information marketing model has been adopted by many industries, such as food, clothing, electrical appliances and so on. The automobile industry is gradually developing towards information marketing. Information marketing provides convenience for both production companies and customers, and establishes a one-stop platform to enable customers to browse detailed information on the Internet, and the information in the form of words, pictures and videos is more detailed and specific. Some problems can also be communicated with customers in real time through the information platform, including dealers. Automobile information marketing promotes the rapid development of automobile sales system and is a sharp weapon of automobile marketing in the future.
2. Problems existing in the current automobile marketing model.
2。 1 after-sales service is not in place. After the car is sold to customers, services such as maintenance are after-sales services. As an automobile product, after-sales service is a very important part. Why do you say that? Cars, like many commodities, can be maintained by repairing and replacing parts. Selling cars to customers is just the beginning of our service. Customers are not satisfied with our products, except for product quality, which is after-sales service. In all walks of life, the form of 4s shop is a relatively perfect after-sales service system, but there are still some problems. When customers send products to 4s for repair or maintenance, some problems will inevitably occur. After the problem occurs, customers will not only be dissatisfied with the service of the 4s shop, but also with the brand of the product, which will have a serious impact on the brand and reputation of the enterprise.
2。 2 Information feedback can't be carried out completely. As a production enterprise, customers' opinions and suggestions are very important to the enterprise, which reflects customers' needs and intentions, regardless of their advantages and disadvantages. Production enterprises improve their products according to the areas of customer feedback, so as to make products more in line with customers' needs and make customers more satisfied with the use of products, thus enhancing the competitiveness of products. At present, these feedbacks are all obtained from the information that customers fill in when they go to the 4s shop for maintenance, but at present, the 4s shop is not doing very well in the feedback work, and the information fed back to the manufacturers is not constructive. As a manufacturer, we can't know what's wrong with our products at all, and we don't know what our products look like in the eyes of customers, why customers like our products and why they don't like our products.
2。 3 Lack of professional salespeople Now China is not only an automobile sales industry, but all sales industries have such a problem, that is, salespeople are unprofessional. The sales industry is a special industry. First of all, it takes a lot of people to engage in this industry. However, there are few graduates majoring in sales in colleges and universities at present, which is undoubtedly a drop in the bucket for all sales industries. Therefore, automobile sales have to lower the recruitment threshold like other industries, which greatly affects the sales performance. Salespeople must have affinity, good language skills and communication skills, and be familiar with product knowledge. In order to improve the sales level and performance of sales staff, they must be trained in professional knowledge and sales skills.
3. The key to the informatization construction of automobile marketing industry.
As the product of information development, e-commerce has been favored by more and more manufacturers and customers, and it is developing faster and faster. The development, integration and supporting services of various resources are improving day by day. Customer's product selection, order processing, payment and collection, communication between customers and merchants, goods supply and after-sales service can all be completed on the network, and one-stop convenient service has brought a lot of convenience to both parties. In order to introduce information marketing into the company, enterprises must carry out relevant supporting reforms to improve production efficiency. In order to reduce the problem of inventory and overproduction, production enterprises can carry out planned production and unplanned production according to online marketing orders and performance. More importantly, do a good job of communication between departments, especially production, finance, sales, distribution and other departments, must communicate in time and share data.
3。 1 automobile industry chain cooperation platform ASP mode automobile information sales system needs to establish a platform for managing dealers and deploying some sales businesses through the Web for data interaction. Most domestic manufacturers rent a third-party ASP platform to realize data interaction. Information marketing is to establish a sales platform through the Internet. At present, ASP is a dynamic server widely used in China. The use of this platform is outsourced to a third party, and the third party company is responsible for the platform construction on the network and so on. Using this platform has the following characteristics:
(1) management specification. The setting of application software can be defined according to the needs of manufacturers, and it is very simple for customers to use, and the operation and use are particularly standardized.
(2) The implementation cost is low. The dynamic service information is maintained and updated by the third party company, which can change the charging method according to the customer's needs and save a lot of labor costs.
(3) Improve the operational efficiency of enterprises. A series of services such as marketing on the network platform can quickly complete various services such as information exchange.
3。 2 Functional design of automobile information sales system In this respect, manufacturers only need to provide corresponding data and real-time information to third-party companies for them to upload to the network or modify, and customers can enjoy relevant data through the platform.
(1) The functional design of enterprise internal sales system platform. This part of the system platform consists of two parts: manufacturers and distributors. The manufacturer is mainly responsible for the review and inquiry of dealer orders, the inquiry of product inventory, and the return of vehicles to the factory and other related matters. Dealers are responsible for submitting orders to manufacturers and receiving vehicles.
(2) Business function design of automobile industry chain cooperation platform. When designing the platform functions, it is necessary to distinguish the functions of services provided by manufacturers and distributors on the platform, which must be clear to avoid mistakes. The design of this platform system must meet the requirements of functional use, the functions of manufacturers and distributors should be separated, and the services provided by the platform should meet the needs of customers. 3。 There are special stores for after-sales information feedback. Automobile manufacturers can have a special store for after-sales vehicles and vehicle information feedback, which can improve and change the opinions of customers on the whole information and become a powerful driving force for enterprise development. Many automobile companies have begun to notice this and seize this important opportunity to make the after-sales vehicles more perfect and competitive. When there are no customers, the store's after-sales staff need to sort out the previous information, collect information that is conducive to the company's growth, and feed it back to the R&D department, so as to make better improvement plans and make themselves better and better in the automobile industry.
4. Prospect of information construction of sales system in automobile industry.
The information management of automobile marketing industry can not only ensure the information management of automobile manufacturing management in China, but also ensure the integration of production, R&D and sales, and provide customers with more choices and service support. At the same time, through the continuous development of sales network, we can provide customers with more humanized services. For example, in order to ensure the convenience of customers' travel, a road condition consultation system can be provided to find the fastest way for customers to arrive; You can also provide customers with a map of the whole area and find the corresponding route according to the voice; At the same time, the most important thing is to improve the security system. The safety of passengers must be guaranteed. It is best to design and develop a series of distress signals. If there is a traffic safety failure, it can be solved at the first time. Informatization is not only to improve the system in the car, but also to ensure the integration of pre-sale, sale and after-sale, to serve customers wholeheartedly and meet their requirements for cars, and to sell not only a car, but also their own services and added value. Therefore, it is necessary to strengthen the unified construction of informatization in the marketing process of the automobile industry, make the automobile industry develop together with other service industries, establish a customer-oriented view, and ensure the stability of the automobile industry. At the same time, the automobile industry still has some requirements for technological innovation. While paying attention to service, we should also pay attention to product quality and subsequent maintenance services. Through the improvement of quality and service in place, we can meet the needs of different customers for different cars, and let our cars go international and compete with more manufacturers.
In short, in the process of marketing, we must realize that marketing is actually a huge system, not an independent existence. When building informatization, we should pay attention to improving the related business of the company and gradually improve the management level of the company to a certain extent. The degree of informatization construction is closely related to the development of the company. So as to synchronize the degree of informatization with the management of the company, and finally achieve the purpose of saving costs and improving the service quality of the whole company. In this process, it is necessary to make management more detailed and realize a refined management mode, thus improving the marketing competition level of the whole automobile industry.
References:
Zhang Junshan. Basic analysis and evaluation of enterprise information management [D]. Hebei University of Technology, 20 13.
[2] Liu Hongyu. On the development and utilization of enterprise information resources and the construction of management information system [J]. Modern Information, 20 10( 1).
[3] Mi, Feng Shaorui. Research on brand internationalization strategy based on informatization [J]. Information Science, 20 14( 12).
Abstract: With the rapid development of automobile industry in China, there is an increasing demand for professionals in automobile marketing and service. Automobile marketing and service major exports a large number of professionals to the automobile industry every year, but the teaching situation of this major is not optimistic at present. There are some problems, such as the disconnection between teaching objectives and social needs, and the lack of close integration of theory and practice. Therefore, this paper studies and explores the teaching mode of combining theory and practice of automobile marketing and service specialty, and provides new ideas for better cultivating professional automobile sales and service talents needed by society.
Keywords: automobile marketing and service; Theory; Practice; model of instruction
Automobile industry is the pillar industry of national economy. With the improvement of China's economic level and people's living standards, the sales volume of China's automobile market has jumped to the top in the world. With the rapid development of automobile industry, the demand of automobile aftermarket is increasing year by year, and a large number of professional automobile marketing and service talents are needed. As the main training base of automobile marketing and service specialty, the teaching mode, teaching content and teaching level of higher vocational colleges in China affect the effect of students' future employment. This paper analyzes the current teaching situation of automobile marketing and service specialty, and explores the teaching mode of combining theory and practice of automobile marketing and service specialty according to the current situation.
First, the automobile marketing and service professional teaching status
The academic system of automobile marketing and service major in higher vocational colleges is three years, and the teaching goal is mainly theoretical study, so the design and arrangement of class hours are often based on theory. Students lack opportunities for social practice. Even in the last year of internship, because of the close connection between theory and practice, students can't integrate the theoretical knowledge and practice of their major well. The society needs professionals who can directly go to work and be skilled in front-line work, which is also the inherent requirement of more and more enterprises under the background of world competition. However, the school's teaching objectives are out of line with social needs, which will lead to students' inability to meet the needs of jobs after graduation, greatly reducing students' social competitiveness and unsatisfactory employment effect.
Second, explore the teaching mode of combining theory and practice of automobile marketing and service specialty.
(A) the optimization of personnel training objectives
The setting of talent training objectives in teaching institutions plays an important guiding role in the education and training of talents. First of all, we must optimize the talent training objectives. The current talent training goal is jointly formulated by schools and enterprises. The overall goal of automobile marketing and service specialty is "knowing technology, good management and good service". Due to the long-term disconnection between traditional teaching theory and practice, students don't know where to start after graduation, and the tasks assigned to them can't be successfully completed. Therefore, in order to optimize the goal, it is necessary to remove their criticism, establish the training goal of combining theory with practice, and deliver outstanding talents to the society. In order to make graduates become practical and technical talents who can do things, it is necessary to cultivate students' abilities in all aspects, including learning ability, practical ability, creative ability, employment ability and entrepreneurial ability. Guide them to learn to learn, learn to be human and learn to do things.
(B) the implementation of the teaching mode of combining theory with practice.
Theoretical knowledge and practice are necessary for students to engage in future careers. Theory needs practice to embody, and practice needs theory to strengthen. Only by weighing theory and practice and the weight between them can we successfully combine theory and practice. Theoretical knowledge should be "necessary and sufficient", which must refer to the minimum knowledge of automobile structure and automobile service required by graduates of this major for employment, and fully refers to the knowledge needed to meet graduates' employment. Automobile marketing and service specialty should take knowledge application as the main line and cultivate ability as the goal, so practice is essential. To implement the teaching mode of combining theory with practice, we need to avoid the current situation that traditional theory and practice are taught separately, and teachers need to arrange the course time of theory and practice reasonably. At the same time, teachers need to reform teaching methods and contents, cross theory and practice courses, and embody every theoretical knowledge with practice. This can not only strengthen students' memory and understanding, but also make them apply what they have learned. Reform the examination method, improve the proportion of test scores in the course of experimental training, make clear the content and assessment requirements of practical training at the beginning of practical training, and urge students to pay attention to knowledge accumulation and operational skills training in experiments and peacetime. Adhere to competition to promote training, conduct comprehensive training in the form of competition, and introduce the core knowledge and skills of the course as the main line, and increase interesting competitions, such as automobile disassembly competition, automobile cultural knowledge competition, automobile marketing competition, etc. , improve students' comprehensive quality.
(C) the construction of training bases inside and outside the school, deepening the cooperation between schools and enterprises to educate people.
Training base is an important base to ensure the practical teaching of automobile marketing and service specialty, and it is also a favorable platform for students to apply theoretical knowledge to practice. The construction of training base is as close as possible to the real scene of enterprises or companies and 4S stores in terms of environmental layout, equipment configuration and organization setting, and strives to integrate teaching, practical skills training, vocational skills appraisal, social service and marketing to cultivate students' all-round ability. Because there are many automobile enterprises, we can adopt the strategy of deepening the cooperation between schools and enterprises to educate people, so that students can participate in the operation of enterprises regularly and experience the actual work scene, which will play a very good role in promoting the setting of students' learning goals and understanding of their future career direction. While deepening the cooperation education between schools and enterprises, cultivating employees needed by enterprises can not only supply needed talents for enterprises, but also improve the employment rate of students.
Hire teachers with practical experience to teach.
Teachers play the role of preaching, teaching and dispelling doubts in students' learning process, so it is particularly important to hire professional teachers. At present, many teachers majoring in automobile marketing and service in higher vocational colleges often come from newly graduated college students or old teachers who have been divorced from social practice for a long time. They lack social practical experience and can't provide professional guidance for students, let alone combine theory with practice. Project-based teaching should develop school-based teaching materials, organize teaching with projects as the carrier and tasks as the driving force, and cultivate students' practical and innovative ability according to the idea of "asking questions-practice-theory-practice". Therefore, teachers with practical experience need to be hired to teach. Teachers with practical experience can come from an enterprise or company, have enterprise theory, and are also engaged in the front line of production, and explain to students the workflow, working essentials and matters needing attention of automobile marketing and service, as well as how to better serve customers, attract customers and complete work tasks.
Three. Concluding remarks
As a national pillar industry in China, the automobile industry is developing rapidly, and the demand of the automobile aftermarket is increasing year by year, which requires a large number of professional automobile marketing and service talents. However, the teaching situation of automobile marketing and service specialty is not optimistic, and the teaching goal setting emphasizes theoretical learning, which leads to students' inability to combine theoretical knowledge with practice and social needs well. This paper puts forward the exploration of the teaching mode of combining theory and practice of automobile marketing and service specialty, including optimizing the talent training goal, developing the teaching mode of combining theory and practice, building the training base inside and outside the school, deepening the cooperation between schools and enterprises, and hiring teachers with practical experience to teach, which provides new ideas for cultivating applied talents engaged in automobile marketing and service specialty.
refer to
[1] Zeng Lingquan. Discussion on the talent training mode of integration of theory and practice in automobile technical service and marketing specialty [J]. Contemporary Vocational Education, 20 12, 10: 25-27.
[2] Zhihua Xia. On the Practice Teaching Reform of Automobile Marketing and Service Specialty in Higher Vocational Colleges [J]. China Market, 20 16,14:134-135.
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