When automobiles enter domestic families, automobile consumption has become a new and dynamic growth point to stimulate domestic demand, and the development of automobile consumption market has begun to play an important role in the development of national economy. However, there are still some problems in China's automobile consumption environment, which restrict and hinder domestic automobile consumption. In the current world economic downturn. These phenomena are inconsistent with the national policy of stimulating domestic demand. In view of the existing problems, this paper puts forward the countermeasures to improve the automobile consumption environment from nine aspects: the construction of automobile consumption credit system, the establishment and improvement of automobile consumption service system, the expansion of automobile after-sales market and the improvement of consumer rights protection system. It is expected that through this article, consumers will welcome the arrival of the era of automobile consumption with a positive and open mind.
Keywords consumption environment; Automobile consumption; Countermeasures
With the development of China's automobile industry, social economy and the adjustment and improvement of industrial structure, China has entered the era of automobile consumption, which will directly drive the development of the automobile industry and become a new economic growth point of the national economy.
At present, the consumption level of private cars in China is still low on the whole. Although the growth of private car ownership has accelerated, compared with foreign countries, there is an obvious gap between the total amount and the per capita car ownership. From the horizontal comparison of some cities in China, there is also a mismatch between the consumption level of private cars (the number of cars owned by every 100 households) and the speed of economic development, the per capita GDP level and the actual income of residents. This shows that there are still some obstacles for cars to enter the family consumption environment in China. The release of family car consumption potential depends largely on the improvement of car consumption environment and conditions. A sample survey in Guangzhou shows that 33% of families who have not bought a car at present plan to buy a car in the next five years (most of them plan to buy a car in the next three years), and 22.7% are "uncertain". Both families who plan to buy a car and families who are "uncertain" about the car purchase plan can be regarded as potential consumers. Automobile consumption environment (including automobile expenses, road traffic and parking conditions, automobile service system, etc.). ) has a great influence on the automobile consumption plan of this part of consumers. At present, the bottleneck problem that restricts the development of China's automobile consumption market is not solved, and the automobile consumption market will not develop according to the law of market evolution, which will also bring a series of negative effects to China's social and economic development. At the same time, the reform of the official car system will also become an important factor in the private car market.
Automobile consumption environment is a broad concept, involving all aspects of automobile consumption, such as automobile cost, automobile consumption policy, automobile consumption credit, automobile after-sales service, transportation infrastructure and so on.
First, the main problems in China's automobile consumption environment
(1) The cost of car use is high. As a kind of mass consumer goods, the automobile is different from the general consumer goods, and it has various operating costs. Consumers' car costs mainly include fuel, road and bridge fees, parking fees, insurance premiums, annual inspection fees, maintenance fees, maintenance fees, and various illegal fines. The latter two kinds of expenses are more complicated, and the car maintenance expenses mentioned here are not included.
A typical market survey shows that the average monthly car maintenance cost of three different types of family cars in Guangzhou is 3800 yuan. Even POLO, a pure family car produced by Shanghai Volkswagen, which is more fuel-efficient, costs nearly 2500 yuan to maintain a car a month. The results of the sample survey also show that among the residents who own cars, the average monthly maintenance cost is 2235 yuan. If you count all kinds of expenses, depreciation and maintenance of car purchase, the consumption of car is still very expensive. There is a popular saying among car owners that "you can afford a car, but you can't afford it".
The high cost of car maintenance has become the most important constraint on family or individual car consumption in China. A sample survey shows that 58.6% of the residents who have bought cars think that the maintenance cost is high. Among the residents who didn't buy a car, 45.8% was because the cost of car maintenance was too high. Residents who are going to buy a car in five years, the average acceptable car maintenance cost is about 1 100 yuan, which is far from the actual cost.
(B) The automobile credit system lags behind. First, the loan procedures are cumbersome. Because the personal credit system has not been established, banks have formulated a series of complicated verification and guarantee procedures to avoid risks. Car buyers should first find a person with a stable income and a local permanent residence as a guarantor, bring their ID card, household registration book and income certificate, and then go to the car dealer designated by the bank to choose a car. After paying the down payment, the dealer will send someone to the tax department to pay the car purchase tax, and then pick up the car. Getting an ordinary car loan requires at least seven links, including banking, insurance, taxation and vehicle management office, which takes nearly one month. Second, the down payment ratio is high and the repayment period is short. Generally, the down payment is 30%, and the repayment period is 3 years. Third, there are few ways to guarantee. With the withdrawal of insurance companies from auto loan insurance, it has a great impact on auto consumption credit. A sample survey in Guangzhou shows that 86.3% of the residents who have bought a car choose to pay in one lump sum, and 69.5% of the residents who plan to buy a car in recent years plan to pay in one lump sum, one of the reasons is the cumbersome credit procedures.
(3) The consumer protection system is not perfect. Mainly manifested in: First, consumers encounter many problems in the process of car use, such as credit, insurance, maintenance, traffic accidents and so on. Some problems have nowhere to complain, or they pass the buck when problems arise. Second, because the automobile maintenance market is mixed, unlicensed repair shops use fake and inferior parts to shoddy, which harms the interests of consumers and even causes traffic accidents. Third, some insurance companies delay claims or cheat on contracts. Fourth, some dealers can't keep their promises when selling cars, or even shoddy them. Fifth, some parking lots charge or even lose their cars. Sixth, some consumers can't deal with traffic accidents in time, or the damage can't be compensated. The legitimate rights and interests of consumers are not effectively protected, which directly affects the healthy development of the automobile consumption market.
(D) The automobile market system and after-sales service system are not perfect. The automobile market system consists of new car trading market, spare parts market, used car market, car rental market and automobile aftermarket (including maintenance). At present, the new car sales market has formed a certain scale, but the used car market, rental market and after-sales service market are relatively backward, and the whole market system has not yet been established. At the same time, after-sales service needs perfect service mechanism and guarantee system, and needs high-quality car brokers and maintenance technicians. Obviously, the construction of after-sales service system in China can't keep up with the development of automobile consumption market.
Second, measures to improve the automobile consumption environment
(a) Reduce the cost and expense of automobile consumption
In order to promote the development of China's automobile consumption market, the first thing to be solved is to reduce the cost of automobile maintenance, so that ordinary people can afford cars and keep them. Reduce the cost of car maintenance from the following aspects:
(1) It is suggested that the relevant state departments cancel road maintenance fees and travel expenses and charge fuel instead. The implementation of fuel tax at the end of last year has achieved initial results.
(2) Reduce road and bridge fees. On the one hand, reduce the cost of urban roads and bridges, on the other hand, reduce or cancel the cost of roads and bridges that have recovered their investment. At present, there are many roads and bridges that charge fees all over the country, and the fees are high. We should call on the relevant state departments to study this issue specifically.
(3) Adjust and reduce parking fees. Reducing the parking fee standard should be included in the agenda of the price department as soon as possible. On the basis of extensive investigation and study, a reasonable parking fee standard that is beneficial to consumers and investors should be formulated. The demand for parking spaces is different at different times and places, and the charging standard of parking lots should be refined to give consumers a choice. At the same time, all kinds of fees attached to the parking lot should be cleared up in time, and all the fees that should not be charged should be cancelled, so as to effectively reduce the burden on parking lot operators.
(4) Clean up unreasonable or unreasonable charges in other aspects of automobile consumption. (B) to speed up the construction of automobile consumption credit system
(1) Increase credit for automobile consumption. For automobile consumers, automobile consumption credit can ease the financial pressure, promote rational consumption, reduce the capital occupation for automobile manufacturers, transfer the debt risk to banks for automobile dealers, and open up new business for banks. Therefore, automobile consumption credit is called the "golden key" to start the automobile consumption market. At present, 70% of global automobile sales are sold through financing loans. In recent years, China's personal automobile consumption credit has developed rapidly, which is the second largest credit market after personal housing loans. The proportion of cars sold through loans to the total sales of new cars is less than 20%, which is far from 70% abroad.
All financial institutions should actively study the automobile consumption credit policy promulgated by the state, constantly innovate credit consumption varieties according to market demand, expand service targets, and increase automobile consumption loans. It is necessary to further simplify procedures and provide convenient services for consumers. Provide consumers with choices in the down payment ratio and security methods. Actively explore and develop the second-hand car consumer credit business.
(2) Integrate the credit chain of "bank+insurance+car dealers". At the end of 1998, domestic insurance companies launched automobile consumption loan guarantee insurance, and the automobile consumption loan business developed rapidly, which not only accelerated the growth of automobile consumption, but also expanded the development space for the domestic insurance industry. However, its risks have also begun to appear, mainly from some people's malicious lack of funds and premeditated fraud, which leads to difficulties in automobile consumption credit and insurance guarantee. Relevant data show that at present, about 30% of private car loans are in default, and 10% of car loans are difficult to recover. Most insurance companies lost money on car loan insurance, which eventually led to the suspension of this business. China should speed up the integration of the credit chain of "bank+insurance+automobile dealer", accelerate the system innovation and policy innovation, and promote the development of automobile consumption credit market.
(3) Accelerate the construction of personal credit system. At present, the lag of personal credit system construction has seriously hindered the development of automobile consumption market. In the credit system, personal credit is in the basic position and is the basic supporting force. Because China's personal credit system has not yet been established, there is a lack of credit evaluation mechanism and punishment mechanism for untrustworthy people, which seriously restricts the development of auto consumption loans, auto loan insurance, used car trading and car rental markets. As far as automobile consumption credit is concerned, consumers generally complain that the credit procedures are cumbersome, the mortgage registration time is too long and the guarantee methods are too few. From the bank's point of view, it is a last resort to prevent risks. Because there is no sound personal credit information, it is difficult for banks to grasp the comprehensive credit situation of customers, and they can only rely on constantly raising the "threshold" to prevent risks. Car loan insurance also encountered the same problem. At the same time, the development of second-hand car trading, car rental and other markets is also restricted by the personal credit system.
Accelerate the establishment of a personal credit information system. The establishment of personal credit investigation system is the most important and core issue in the construction of personal credit system. The establishment of personal credit system must be promoted by the government, because the information that constitutes personal credit includes personal assets, personal income, public utility payment records, personal consumption credit, credit card repayment records, litigation records and so on. , respectively in the hands of banks, public security, public utilities, courts, personnel and other departments. The current citizen ID card and household registration information are managed by the public security household registration department, the housing property information is managed by the housing management department, and the information such as car license plate is managed by the public security vehicle management department. Personal credit investigation also involves commodity inspection, customs, taxation, education, medical and health departments. All these information resources are isolated islands, and departments cannot share them with each other. The government should introduce relevant laws and regulations to force relevant departments and social units to contribute personal credit in the form of commercialization or compulsory.
At the same time, accelerate the cultivation of credit market players. Credit company is the carrier of social credit system. Its task is to summarize the credit information owned by government departments, financial institutions and other credit information resources in the form of market operation, establish a complete credit information database, provide credit-related products to the outside world, and form an effective automatic punishment mechanism for the whole society in a market-oriented way. The emergence of authoritative credit companies requires the joint efforts of the government and financial institutions.
In the near future, personal credit resources should be shared in the fields of public security law, industry and commerce, taxation and finance as soon as possible. We can also consider establishing an intermediary agency to manage the credit risk of automobile consumption in the automobile credit business. This institution can collect service fees, accept the entrustment of banks or insurance companies, investigate and evaluate personal credit, and effectively manage the performance of credit and insurance contracts.
(4) Establish an auto financing company. The main body of automobile consumption credit in China is commercial banks, while in foreign countries, the main body of automobile credit service is professional automobile finance companies. Auto finance company is a professional organization specializing in auto consumption credit business and providing related auto finance services, which has a history of nearly 100 years. Cars are different from general consumer goods, and they need professional financial services before, during and after sale. The biggest difference between auto financing companies and banks is specialization. The core of its business is automobile financial services, which not only provides users with one-stop services such as car down payment, license registration and insurance, but also provides many services such as automobile maintenance, repair and remote help. The important role of auto financing companies is to expand and maintain the sales system for auto manufacturers, provide market information, and provide inventory financing, working capital financing, insurance and other services for auto dealers. Auto financing companies have become lubricants for all parties in the whole automobile consumption chain.
(3) Establish and improve the automobile consumption service system. To improve the automobile consumption environment, we must speed up the construction of automobile consumption service system. The service system of automobile consumption involves the whole process of automobile consumption, from pre-sales consulting service to credit, insurance, licensing, technical consultation, after-sales service and maintenance. At present, large automobile trading markets and automobile specialty stores begin to pay attention to the construction of service system. Because of the particularity of automobile consumption, it is very important to cultivate high-quality service talents.
The first is to train high-quality car brokers. Cars are very complicated commodities. It is difficult for professional and ordinary car consumers to have this knowledge, especially when cars have just entered popularity. At present, 60% of car buyers are not familiar with cars, car purchase links and various interests protection, while most car sales consultants can't meet the service needs of pre-sales consultation, insurance, credit, licensing, after-sales claims, repair, maintenance, auto clubs, etc., and car brokers who have received systematic training are less than14 of employees. Therefore, cultivating high-quality automobile brokers is not only the need of automobile manufacturers and dealers' own development, but also the need of perfecting automobile consumption service system and promoting the development of automobile consumption market.
The second is to improve the technical level of automobile maintenance personnel. Cars are the crystallization of high technology. At present, the new models are mostly high-tech electronic products. If you don't understand the control principle and computer means to judge faults during maintenance, it will be difficult to move, especially for some vehicles using high-tech systems. According to the annual satisfaction survey data of an automobile club, less than 20% of automobile maintenance workers really master the ability of automobile fault diagnosis. Quickly improving the overall quality of automobile maintenance practitioners is the key to improve the level of automobile after-sales service.
(4) Improve the consumer rights protection system. As more and more cars enter the family, the ensuing disputes are also highlighted. Complaints about automobile consumption mainly involve product quality, after-sales service guarantee, hidden dangers in spare parts trading, fraud in the used car market, chaotic parking lot management and other issues. According to relevant data, 80% of traffic accidents caused by maintenance quality come from accessories, which directly harms consumers' interests and even life safety. Perfecting the protection system of consumers' rights and interests is an important aspect to improve the automobile consumption environment in China.
To establish a system to protect consumers' rights and interests, we must first let consumers have a door to complain, and when consumers' rights and interests are infringed, there are channels to complain. Secondly, establish an information feedback mechanism. The third is to establish an effective supervision mechanism and punishment mechanism.
(5) Rectify and standardize the order of the automobile consumption market. Rectifying and standardizing the order of automobile consumption market is an important aspect of protecting consumers' rights and interests. Trade, industry and commerce, public security, transportation, quality supervision, price and other departments should cooperate closely and resolutely crack down on illegal activities such as smuggling imported cars, disassembling and assembling scrapped cars; Strengthen the clean-up and rectification of auto parts sales, auto cleaning, auto beauty and other industries; Severely crack down on illegal enterprises such as shoddy goods, selling fake and inferior products, and using fake and inferior parts for automobile maintenance services; Standardize the intermediary behavior of automobile dealers, investigate and correct the unreasonable charges, illegal charges, self-designed project charges and other illegal acts of automobile dealers in the process of part-time agency insurance, household registration and mortgage.
(vi) Expanding the aftermarket of automobiles.
(1) The automotive aftermarket is a market with great potential. The so-called automobile aftermarket refers to the service market formed around the use and maintenance after the automobile is sold. Experts pointed out that the cost of buying a car only accounts for 20% of the total cost when the car is consumed, and 80% of the cost will be paid in the subsequent use process. According to this ratio, the size of this cake in the automobile aftermarket is four times that of automobile sales. With the declining profit of automobile sales, the automobile aftermarket is becoming the "second bucket of gold" in China automobile market. The marketing mode of automobile production enterprises will transition from single product promotion to all-round and multi-level overall marketing, and the competition in the automobile aftermarket will be intensified. Some big auto repairers and repairers in the world are optimistic about the China market one after another, and some have already landed on the beach. The development of China's automobile consumption market should pay full attention to the automobile aftermarket, take advantage of local advantages to seize market opportunities, and actively explore this huge potential market with strategic vision.
(2) Improve the scale and level of the automobile maintenance market. The mainstream of foreign automobile after-sales service development is 4s form, that is, vehicle sales, after-sales service, parts supply and information feedback are four in one, and sales and service are combined. Another trend of after-sales service is to shift from after-sales maintenance to regular automobile maintenance, focusing on technical training and consultation for users. In foreign countries, the automobile maintenance industry has formed a set of mature and perfect service and technical quality management system, forming a huge market and lucrative industry. In the United States in the 1980s, automobile maintenance enterprises accounted for more than 80% of the whole automobile warranty industry, with annual operating income exceeding $654.38+000 billion, reducing the automobile scrap rate by 265.438+0.7%.
(3) Expand the automobile leisure culture and entertainment market. Automobile consumption is comprehensive consumption, forming a unique automobile consumption culture, thus forming a series of industries related to automobile culture. Such as car entertainment, including audio system, CD system, TV receiving system, DVD system, electronic entertainment system, etc. The turnover of in-vehicle entertainment system may exceed the car itself, because the value of a high-end audio center will exceed the value of the car itself. The more people drive, the more entertainment is needed. There are also car clubs in many forms, such as brand clubs, fan clubs, cross-country clubs, maintenance clubs and rescue clubs. , is in the ascendant in China. The scope of automobile culture is very extensive, including automobile model, automobile sports, automobile knowledge, automobile newspapers and periodicals, automobile books, automobile movies and television, folk customs, international exchanges, clothing, car fans, automobiles and society.
With cars entering people's families, the market demand for car leisure, culture, entertainment and sports with rich content and various forms will become increasingly apparent, and the market prospect will be broad. China should actively encourage and support the development of automobile leisure, culture and entertainment market.
(7) Give full play to the role of non-governmental organizations such as automobile consumers' associations. With the expansion of automobile consumption groups, non-governmental organizations such as automobile consumers' associations, automobile clubs, private car associations, drivers' associations, RV clubs and automobile maintenance engineers' associations have appeared and will develop greatly. The development of these non-governmental organizations is conducive to protecting consumers' rights and interests, and to a certain extent, they have undertaken functions such as technical training, traffic safety education and information exchange. It has played an important role in promoting the development of the automobile consumption market. For example, since its establishment in May 2002, Guangzhou Private Car Association has more than 4,800 members, and has signed contracts with 42 automobile maintenance stations, and members can enjoy preferential services in the signed maintenance stations. We should actively support and guide non-governmental organizations such as automobile consumers' associations, and give full play to the important role of these non-governmental organizations in safeguarding consumers' rights and interests and promoting the development of automobile consumption market.
(eight) to formulate policies to encourage and facilitate foreigners to buy cars. At present, foreigners (including Hong Kong and Macao) need to apply for a temporary residence permit to buy a car in China, and they can only buy a car after living for one year. Some foreigners working in China find it inconvenient to buy a car, and some adopt flexible ways such as borrowing local ID cards. At present, most of the world's top 500 multinational companies have settled in China, and a considerable number of countries and regions have set up several offices and R&D centers in China. More and more foreigners and compatriots from Hong Kong, Macao and Taiwan are working and living in the mainland of China. This is a group with strong spending power. If the conditions for buying a car are relaxed, such as the length of residence, the procedures will be simpler, which is conducive to the development of the automobile consumption market.
(nine) gradually implement the reform of the official car system. In the era of planned economy, bus consumption is absolutely dominant, and among the existing automobile consumption groups in China, official cars still dominate. Because the purchase and use of cars are paid by public funds, all kinds of expenses are high. Although there is a quota management for official vehicles, due to financial contribution, all units have tried their best to compete for indicators, and the bus consumption team has a growing trend and the financial burden is getting heavier and heavier. Due to the imperfect management system of official vehicles, private use of buses and private use of buses are more common, which not only increases the financial burden, but also easily breeds corruption. At the same time, the growing bus consumption team has also seriously restricted the development of private cars. Whether from the perspective of anti-corruption or saving government expenses, it is of great significance for official vehicles to enter the market. The marketization of official vehicles will also become a catalyst for cars to enter the family.
Third, the conclusion
Under the impact of the current financial crisis on the world economy, it is of great significance to regard automobile consumption as a new growth point to stimulate China's domestic demand and bring the development of automobile consumption market into the national economic and social development plan. Adhere to the coordinated development of automobile consumption market and China's economy and society, adhere to the coordinated development of automobile consumption and automobile production and circulation, and make China's automobile consumption market bigger and stronger; Establish and improve the automobile market system, create a good environment for the development of automobile consumption market, and promote the all-round development of automobile consumption market.