On the present situation and development of automobile network marketing in China

By the end of 2000, there were 654.38+200 million netizens in the world, covering more than 240 countries and regions, and there were about 22.5 million netizens in China, reaching 40 million by the end of 2006. More and more netizens have laid the foundation for the development of online marketing. With the rapid development of global economy and trade, especially under the background of China's formal entry into WTO, the online marketing of China's automobile products will surely become one of the important marketing forms in the 2 1 century.

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Network marketing is the product of the combination of enterprise marketing practice, modern information communication technology and computer network technology. Refers to various marketing activities (including network research, network new product development, network promotion, network distribution, network services, etc.). ) is an enterprise based on electronic information technology, with computer network as the medium and means. Simply put, network marketing is a marketing model centered on customer demand, which is the networking of marketing. Network marketing can make the marketing activities of enterprises always combine with the three elements of flow (information flow, capital flow and logistics) and run smoothly, forming a virtuous circle of enterprise production and operation.

The demand of social members or groups for material products and spiritual products in work, labor, life and entertainment has formed a demand market for material products and spiritual products. In order to meet this market demand, producers and enterprises of material products and spiritual products have been driven and produced. A product production and sales process is completed when producers or production enterprises push the material products and spiritual products they produce to the market as commodities, sell them to demanders (users and consumers) in some way, and meet their requirements through after-sales service. In this process, the market and marketing system have played a very important role.

As far as automobile products are concerned, both vehicle products and spare parts products must enter the automobile market and be sold to users in a certain way through the marketing system.

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2. Discussion on automobile marketing system.

In the planned economy period, automobile production enterprises did not have the direct right to sell their automobile products to users, and automobile products were purchased and sold by the state.

Now, China has entered the period of market economy, or is in the transition period from planned economy to market economy. For automobile products, the state no longer unified purchase and sale, but the automobile production enterprises directly face the market and users. In this way, the automobile sales channel in the planned economy period has not adapted to the market economy model, but must establish a new automobile marketing system that can adapt to the market economy model. The new automobile marketing system organically links automobile manufacturers, dealers and users. Because of the different economic strength and marketing strategies of automobile manufacturers and dealers, there are two modes to choose from in automobile marketing system: integrated production and marketing system and separated production and marketing system.

2. 1 integrated production and marketing system

The automobile marketing system integrating production and sales means that automobile manufacturers invest financial resources, material resources and manpower to set up their own automobile sales companies, automobile direct sales centers, automobile direct sales stores and automobile sales service stations to directly sell their own automobile products. This kind of marketing system can only be done by large automobile enterprises with strong economic strength. This marketing system can completely control the distribution right of automobile manufacturers to their products, facilitate the implementation of their own marketing strategies, and directly understand the opinions and information of users. However, this marketing system also makes the investment of automobile production enterprises too large and increases the sales cost. The marketing system of this system belongs to an enterprise itself, which is exclusive and cannot be shared with other enterprises.

2.2 Separation of production and marketing system

The automobile marketing system of separation of production and sales means that automobile manufacturers only care about the production of automobile products and do not sell automobile products directly to users. The sales of automobile products are directly faced with independent automobile dealers, who want to operate automobile products of different enterprises and brands. The automobile marketing system of this system will continue to develop and improve with the increase of automobile production and possession, the maturity and expansion of automobile market and the formation of large and small automobile dealers. The marketing system of this system can greatly reduce the investment of automobile production enterprises and reduce the sales cost; The marketing system of this system is not exclusive and enterprises can enjoy it; This marketing system is conducive to the specialization of automobile production and the marketization and socialization of automobile sales.

2.3 the choice of marketing system

Before China's automobile production and ownership are still not very large, the development of the automobile market is not mature enough, and a reliable and capable team of automobile dealers has not been formed, it is the need of development strategy and marketing strategy for automobile manufacturers with economic strength to choose the marketing system with integrated production and sales, and it is also the performance of taking the initiative to assume social responsibility. For the large automobile manufacturing enterprises that have established the integrated marketing system of production and marketing, the integrated marketing system of production and marketing is not the only choice. At the same time, some products or output can be separated from production and marketing for distribution by dealers and agents.

For small automobile enterprises that have no economic strength to establish their own integrated marketing system of production and marketing, it seems that the separation system of production and marketing is their only choice. However, small enterprises should also have good products for sale or manual distribution; The products are not good, no one sells them on a commission basis, and no one distributes them, resulting in unsalable products and backlog. As a result, some small factories have little output, so they adopt the practice of door-to-door sales and salesman sales.

In the long run, when China's automobile production and possession are large, the automobile market is mature, and a team of capable and trustworthy automobile dealers is formed, the separation of production and sales system will reduce investment and sales costs, no matter whether it is a large automobile manufacturer or a small automobile manufacturer, as long as its products are welcomed by the market. At that time, automobile manufacturers paid more attention to product development strategy and production specialization, while dealers paid more attention to marketing strategy and sales marketization; The communication and exchange of information between automobile manufacturers, dealers and users is realized through computer networks, which can unblock information channels and enjoy information.

In fact, the integration system of production and marketing and the separation system of production and marketing are the products of a specific historical period and a specific historical environment. At present, in foreign and domestic enterprises, the integration system of production and marketing and the separation system of production and marketing coexist.

No matter what kind of marketing system the automobile manufacturers choose, their products must enter the automobile sales market, and the final sales can only be realized by facing the users. In this way, what kind of automobile market structure model is constructed in China, which is most beneficial to realize the final sales of automobile products? This is a problem that needs to be seriously discussed in front of the country and the automobile industry.

3. Discussion on the automobile market structure model.

3. 1 Current automobile sales market structure in China

At present, there are more than 65,438+000 automobile manufacturers and thousands of automobile parts manufacturers in China. It can be said that China has the largest number of automobile manufacturers in the world. The total annual production and sales of automobiles in China is only over 2 million vehicles, which is less than half of the annual production and sales of Renault, the smallest of the six world-class automobile companies. It can be said that the production concentration of China automobile industry is very low, and it is still in a state of "scattered, chaotic and poor". This "scattered, chaotic and poor" automobile production situation directly leads to the decentralized state of the automobile sales market.

At present, China has formed several regional automobile markets centered on major automobile manufacturers. Northeast automobile market centered on FAW Group; East China SAIC Motor Group has formed an automobile market centered in East China. Central China has formed a central China automobile market centered on Dong Qi Group, and North China has formed a north China automobile market centered on Tianqi and BAIC. Of course, the product sales of various enterprise groups have infiltrated each other in various regional markets, and major automobile groups have their own sales service centers and sales service outlets in major regions and cities across the country. In addition, there are 6,543,800 auto sales outlets established by other vehicle manufacturers and parts manufacturers, as well as auto parts stores and auto repair shops that provide services for the use and maintenance of automobiles. Except for a few regional automobile markets centered on large enterprises, which have formed a four-in-one structure of vehicle sales, spare parts supply, after-sales service and information feedback, the rest are scattered and single-function automobile market structures. Of course, with the merger and reorganization of automobile production enterprises and the development of strong alliance, the automobile sales market will also be re-governed and integrated. In this process, a reasonable automobile market structure model will be built.

3.2 Composition of the automobile sales market structure model

A reasonable automobile sales market structure model should take automobile products as the main body, dealers as the leading factor, all-round service as the feature, and users as the core, linking automobile production enterprises, automobile products (whole vehicles and parts), automobile dealers, automobile product users, automobile maintenance services, automobile financial services, automobile insurance services, industrial and commercial management accommodation and other links.

This tangible automobile sales market, which integrates automobile manufacturers, products (vehicles and parts), dealers, users, maintenance services, financial services, insurance services and industrial and commercial management, has the functions of warehousing, wholesale and retail, exhibition, information transmission, advertising and all-round service.

3.3 the basic principles of building a tangible automobile sales market

The basic principles of building a tangible automobile sales market should be: the combination of centralization and decentralization, and the combination of short-term goals and long-term goals.

Establishing a tangible automobile sales market requires investment. Whether it is the investment of automobile manufacturers or dealers, or the investment of national and local governments, it needs careful planning and rational use of funds. In any case, the construction of tangible automobile sales market needs the overall planning and management of the state and local governments.

At present, we must first manage and integrate the existing tangible automobile sales market in China, properly configure, transform and improve the established automobile parts city, automobile parts street and automobile market, and rationalize their structures and standardize their operations as soon as possible. On this basis, we can consider establishing several large-scale automobile sales markets with the background of large-scale automobile enterprise groups and regional markets; We can also consider building automobile sales markets of different scales in areas with different levels of economic development; We can also consider establishing an automobile sales market with reasonable structure and appropriate scale according to the actual needs of various provinces, cities and regions. The establishment of these automobile sales markets should not only adapt to China's current automobile production, sales volume and ownership, but also leave room for the future development of China's automobile industry. In this way, the construction of tangible automobile sales market in China can't be rushed, but should be carried out in stages in a planned way.