The sustainable development of China automobile industry has brought great temptation to investors and operators. Under the situation that the automobile industry is changing from the "seller" market to the "buyer" market, automobile manufacturers, dealers and service providers have turned their focus to the market and customers, which makes the manufacturing mode, sales mode and benefit distribution mode of this particular product ultimately depend on their marketing mode.
1. Eco-based automobile marketing model
The traditional automobile production and sales model is not a simple relationship between "buying" and "selling". With the rapid development of China's economy and the rapid improvement of people's living standards, automobile production, sales and consumption are becoming increasingly complex, and there are too many uncertain factors. Consumers' preference for individual brands, diversified consumer demand, the enhancement of consumers' awareness of intellectual property protection and the formation of automobile consumption culture naturally integrate automobile manufacturers, dealers, consumers and repairers into a dynamic business system, that is, business ecosystem. The "business ecosystem" based on ecology holds that modern companies exist in a rapidly changing and complex environment, and their long-term development is beyond the control of a single company. More and more facts show that modern development and expansion are the common development of related companies, suppliers, customers, community organizations, the public and the natural environment. The morphological characteristics, movement process, system maintenance and stability of automobile marketing system are similar to natural ecosystems.
From manufacturers to distributors to consumers, a value chain has been formed, which is equivalent to the ecosystem of food chain. There are many stakeholders who depend on this value chain, such as automobile maintenance, parts suppliers, financial services, fuel suppliers, consumer education, automobile culture and entertainment, etc. Under the traditional automobile marketing model, these stakeholders are relatively "independent" in the process of automobile trading and consumption, which reduces the trading efficiency of automobiles and consumer goods to some extent. Based on the ecological requirements of business ecosystem, all stakeholders should be organically integrated into the whole automobile marketing value system, and a fast and efficient "food web"-value (chain) web should be formed. In this value (chain) network, "species" establish the value energy conversion relationship according to their "niche".
In the automobile marketing system, manufacturers and dealers are in the central position, which plays a key decisive role and affects the stability and development of the whole automobile marketing. Therefore, they can be regarded as "key species". Obviously, "key species" should take the initiative, and the interest restrictions within a certain range are reasonable. We cannot harm the interests of consumers or stakeholders. If we can't do this, from the perspective of stability and development, the whole marketing system will be destroyed because of the "exclusive" advantage of natural "key varieties".
2. The feasibility of building an automobile marketing ecological park.
China's modern automobile industry has developed for more than 20 years. By summing up the past experience and learning from foreign models, the development in market preparation, consumers and policy guidance has become increasingly perfect, and the conditions for building a modern automobile marketing ecological park are ripe.
The automobile industry is developing rapidly. China automobile industry has established a complete production system. The flexible, agile, diversified and large-scale production system of automobile industry can fully meet the market demand for automobile consumption, which provides supply guarantee for the construction of ecological park and high speed for the development of national economy. The completion of expressways, parking lots and gas stations provides a solid material foundation for automobile consumption. The substantial increase of residents' personal income level has made it possible for the consumption structure of automobile consumption to change. At present, the automobile has changed from a consumption tool characterized by behavior to a consumption characterized by culture and entertainment, and the differentiation, personalization and fashion in the consumption process have become the mainstream of automobile consumption. The traditional automobile marketing model has been unable to meet the needs of consumers, which has accelerated the pace of urbanization in China. The continuous expansion of urban space, the continuous improvement of urban functions, the gradual narrowing of the gap between urban and rural areas, the increase in the number of large and medium-sized cities, the obvious population trend and the rapid expansion of population scale have also provided very favorable conditions for the construction of comprehensive marketing ecological parking lots; Gradually standardize market behavior. The relationship between automobile manufacturers, dealers, consumers and stakeholders has undergone fundamental changes. From pure competition to mutual competition, from a win-win situation to a win-win situation, interest units have revolved around an interest community of automobile production, sales and consumption. The brand-new concept and operation mode of automobile marketing in ecological park are handled very well, and the interests of all parties are handled well.