With the in-depth development of reform and opening up, China's automobile industry has transitioned from the era of "planned economy" to the era of "market economy". The following is my thesis on automobile marketing, I hope it will help you!
With the maturity of customer demand psychology, the improvement of automobile quality, function and supporting after-sales service has long been a basic necessary factor to participate in the competition, not a decisive factor. While paying attention to the car itself, the customer's buying experience and consumption experience are gradually moving towards the front desk, and its importance is increasingly reflected. Automobile dealers must conform to this trend, implement experiential marketing and establish a brand-new brand image in order to stand out in the fierce market competition.
Keywords experiential marketing Customer-centered automobile marketing
First, experience marketing.
For a century, economists, decision makers and marketers have studied customers as rational purchase decision makers. The marketing method of "rational behavior" generally divides the customer's purchase process into four steps: generating demand, looking for relevant information, evaluating products and purchasing. For example, the rational behavior analysis of the customer's car purchase process: first, the idea of buying a car is generated; Then, it is to find information about the car (advertisements, acquaintances, samples, etc.). ); Furthermore, it is to rationally judge this information; Finally, choose the best purchase. People think that's all. Traditional marketing pays more attention to the functional characteristics, aesthetics and price advantages of products, but economic development is closely related to the changes in social forms. With the rapid development of science and technology and information industry, people's needs and desires are constantly changing. The current trend is to shape sensory experience and thinking identity from life and emotion, so as to seize customers' attention and change consumption behavior, that is, customers' experience will have a great impact on their buying behavior.
Dr. Byrd Schmidt (BerndH. Schmitt) pointed out in his book Experiential Marketing that the so-called experiential marketing is to redefine and design the thinking mode of marketing from five aspects: consumers' senses, emotions, thinking, action and relevance. This way of thinking breaks through the traditional assumption of "rational consumer" and holds that consumers are both rational and emotional when they consume, and the experience of consumers before, during and after consumption is the key to study consumer behavior and corporate brand management.
Customer-centered is the basic guiding ideology for enterprises to implement experiential marketing. Experience marketing should first consider the environment of experience consumption, and then consider the products and services that meet this consumption environment. This is a brand-new marketing concept, which fully embodies the idea of customer first. In my mind, the most direct benefit of customers is to increase customer base and sales, and the indirect benefit is to increase the next round of marketing opportunities. Empathy, customers are willing to associate with companies that serve them well, do business with companies that respect customers, and communicate and cooperate with people who respect their own experiences and feelings for a long time.
Second, the experience marketing of China automobile
As toffler predicted, "the future industry will be the experience industry", the future producers will be "people who make experiences" and "experience manufacturers will become one of the basic pillars of the economy". Experiential marketing represents the development trend of future marketing. For automobile sales enterprises, that is, entering the era of "experience marketing", creating a unique consumer experience for customers is the main means of marketing. This kind of experience not only directly attracts customers' sensory enjoyment, but also stimulates customers' imagination and purchase desire by creating perceptual atmosphere and imagination space. With the maturity of customer demand psychology, the improvement of automobile quality, function and supporting after-sales service has long been a' basic necessary factor' to participate in the competition, not a decisive factor. While paying attention to the car itself, the customer's buying experience and consumption experience are gradually moving towards the front desk, and its importance is increasingly reflected. Many car consumers make their decision to buy a car after some impressive test drive activities, and some consumers only have the experience of buying a car through the introduction of some professional car magazines.
Facing the increasingly mature consumers, automobile sales enterprises in China have also realized the importance of experiential marketing. Yu Hongjiang, deputy general manager of FAW Mazda Automobile Sales Co., Ltd. said that experiential marketing is the only relatively mature and perfect marketing method formed after the baptism of cruel market competition. Its function is to let consumers experience the charm of automobile products in the most intuitive way and help consumers rationally choose the products that suit them best. He pointed out that models that dare to choose a closed professional track for experience marketing must have excellent sports performance, which is consistent with the current development trend of the domestic automobile market. Recently, mazda 6 Yi Rui's training activities in Beijing Le Jia Automobile Experience Base fully proved that the car has excellent sportiness and handling. Yuyao, director of public affairs department of Changan Ford Mazda Automobile Co., Ltd. also said that experiential marketing is a sharp weapon for automobile marketing. Changan Ford Team was established in early 2006, and participated in the national automobile field championship (all-around championship) with professional drivers and modified Fox cars, and achieved impressive results. Changan Ford Mazda also made full use of the full crown platform to carry out a series of experiential marketing and achieved remarkable results.
As we all know, marketers will react and communicate when establishing contact with customers. This will lead to a problem, which may lead to ineffective communication because some marketers' own quality, mentality or training are not in place. On the contrary, it will also produce unexpected reactions. Therefore, we can adjust and relocate in time through customer visits and personalized experiences. Because experiential marketing is always centered on customer demand, customer value and customer experience.
Third, the deepening of China automobile experiential marketing.
At present, automobile experience marketing in China is still in the primary stage of development. Although many manufacturers attach great importance to experiential marketing, they are still relatively single in form and lack depth in specific operation. Professor Zhang Shuting, deputy dean of the School of Advertising, Communication University of China, pointed out that automobile experience marketing is still in the development stage in China. Whether it is auto show, dealer's automobile appreciation meeting, media test drive or consumer's factory visit, these activities are the primary stage of automobile experience marketing. Many times, the only feeling of the public is to let the eyes accept new things. Buying a car in the United States can often have a week's test drive period, and consumers have the opportunity to experience the car in the whole week. The experience marketing carried out by domestic car companies and car dealers has not reached such great strength, and the coverage is relatively narrow. Therefore, the automobile experience marketing in China needs to be further strengthened and deepened.
In addition to increasing the opportunities for consumers to experience cars directly, experiential marketing should also penetrate into the contact process between marketers and customers, because customers are in contact with marketers all the time in the process of looking at cars, testing, buying cars and repairing cars, and their every move directly affects the customer's experience. If you enter the exhibition hall, the behavior of the salesperson, that is, your experience, will have a great influence on your purchase behavior, sometimes even a decisive influence. When a salesperson with good communication skills talks with you, it will make you feel happy, while when a salesperson with poor communication skills talks with you, it will make you feel disgusted, which will directly affect your purchase behavior. Therefore, for marketers, the most important thing is to create an atmosphere and environment, and finally bring unforgettable, valuable experiences or beautiful feelings to customers. This is experiential marketing.
References:
[1] Yuan, Liu. Application of experiential marketing in automobile marketing.
[2] Yuan, Liu. Application of experiential marketing in automobile marketing.
[3] Mars. Application of experiential marketing in automobile industry. High-tech enterprises in China
[4] Bernd Schmidt Experience marketing. China Three Gorges Publishing House
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