The core problem of automobile marketing concept is what is the center to carry out the production and operation activities of automobile enterprises. So the concept of automobile marketing is correct or not. It plays a decisive role in the rise and fall of automobile enterprises.
abstract:
Because the growth rate of production capacity in the automobile industry is higher than the growth rate of sales volume, the automobile industry has entered the price war mode, especially the late-comer enterprises overemphasize the value of product prices and ignore other needs of customers, which leads to certain difficulties in the sustainable development of automobile enterprises. This paper interprets customer value, makes it clear that customer value is the source of competitive advantage, and puts forward that automobile enterprises need to improve customer value by establishing customer orientation in their work practice, thus promoting the promotion of enterprise marketing ability.
Key words:
Customer value; Automobile marketing; Lifting mode
I. Introduction
With the continuous development of social economy, the rapid development of information technology, the emergence of substitute products and the constant change of customer demand, these factors pose a certain threat to the survival and development of enterprises, and also bring great challenges to enterprises. Under the background of increasing market competition and constant price wars in all aspects of product marketing, how to defeat competitors and seek the long-term survival and development of enterprises has become a prominent problem. Customer is not only the starting point of enterprise product design, but also the end point of enterprise product use. Only by meeting the needs of customers can enterprises survive and develop better. Therefore, more and more scholars believe that enterprises must make their products provide more customer value than competitors' products if they want to be invincible in the fierce competition. With the improvement of living standards and the gradual popularization of automobiles, customer consumption has gradually matured, from simple price choice to comprehensive choice of brands and services. In this context, if car companies want to gain a competitive advantage, they must provide superior value beyond their competitors.
Second, the interpretation of the concept of customer value
"Value" was first applied to economics, and the definition of value in economics is the difference between the two parties in the transaction process. Only when you gain more than you lose, exchange will happen. With regard to customer value, scholars have given different definitions of customer value because of their different applications. At present, there is still no accurate and authoritative definition in the field of marketing, but most scholars believe that customer value is the trade-off difference between perceived gain and perceived loss. At present, the research on customer value at home and abroad is divided into many factions, and the sum of customer delivered value in philip kotler is widely known and accepted, which has become a common method to judge customer value. Customer delivered value refers to the difference between total customer value and total customer cost. Total customer value refers to a set of benefits that customers expect to get when purchasing products or services, including product value, service value, person value and value of the image. Customer total cost refers to the time, spirit, physical strength and monetary funds paid by customers to buy a product. Therefore, the total cost of customers includes monetary cost, time cost, spiritual cost and material cost.
Third, the relationship between customer value and marketing
Customer value is based on the customer's perspective, not on the product itself, but on the customer's perceived results. Similarly, customers' buying behavior is based on customers' perception, and customers will only buy products that they feel are valuable. Perceived results are the key selection criteria for customers to choose products of enterprises or competitors. As a link of enterprise management, marketing aims at maximizing the interests of enterprises, and marketing emphasizes the maximization of the interests of enterprises by meeting the needs of customers. The best way to meet customers' needs is to meet their interests, including material needs and spiritual needs. With the rapid development of technology and the emergence of new products, customers' expectations for service products are getting higher and higher, and the customer groups are also undergoing tremendous changes. Today's customers are no longer passive recipients of service products. They have more knowledge, information and skills than before, are more keen on learning and practice, and enjoy the initiative in the increasingly broad product selection. With the improvement of living standards and the gradual popularization of automobiles, customer consumption has gradually matured, from simple price choice to comprehensive choice of brands and services. In this context, if automobile enterprises want to gain competitive advantage, they must provide superior value beyond their competitors.
Fourthly, the customer value analysis in the automobile field.
Automobile products are durable consumer goods, mainly used for personal consumption. In addition to buying high-end luxury cars to show their identity, individuals generally pay attention to the cost performance of cars, not just buying a means of transportation, but seeing cars as a tool to improve, improve the quality of life and increase the fun of life; Regard the car as a way and means to show your personality. For individual car buyers, they not only pay attention to basic car values such as performance, price and reliability, but also pay attention to personalized values such as brand, appearance, color and even car audio configuration. With the maturity of the market, customers become more rational. Customers will not only be impressed by high quality or low price, but will weigh the gains and losses of perception and make the most favorable decision. Because customer value is subjective and dynamic, different customers have different contributions to the key dimensions of customer value and customer portfolio behavior in different periods, which has different effects on the competitive advantage of enterprises.
Verb (abbreviation of verb) is a way to enhance customer value.
China automobile market is a high-speed and large-capacity market, and the demand of low-end customers begins to explode. However, the latecomers pay too much attention to the value brought by product cost and price, while ignoring the needs of other customers, which leads to poor product efficiency and great difficulties in sustainable development. The most direct source of competitive advantage is customer value. Drucker, a management guru, once pointed out that there is only one convincing definition of the purpose of an enterprise, that is, the enterprise is decided by customers. Because only customers, through their purchase of goods or services, can turn economic resources into wealth and commodities into commodities. In the fierce market competition, all enterprises are constantly improving and enhancing customer value in order to form the competitive advantage of car companies. We can only start from the customer value, meet the customer's needs through the improvement of the enterprise itself, and form our own competitive advantage. Although different enterprises have different strategic emphases and employees' work emphases, employees in market-oriented enterprises generally agree with two concepts: first, customer value is the ultimate measure of employees' work performance; Second, whether customer value can be improved or not, the speed of improvement is the measure of employee success. Automobile enterprises can improve and enhance customer value from the following aspects.
(A) establish a customer-oriented concept
The choice of customers determines the success or failure of an enterprise. Only by clearly understanding the needs of customers can enterprises survive and develop. Establishing the concept of customer orientation requires that all marketing activities of enterprises should start from the needs of customers and provide products and services that customers are satisfied with. The establishment of customer-oriented concept requires enterprise managers to spend a long time educating and training employees, changing their way of thinking and putting customers first in all work.
(B) the concept of customer orientation into daily work.
Whether employees can devote themselves to establishing and maintaining the competitive advantage of customer value depends first on whether they have a strong customer awareness. Management must advocate the culture of customer value advantage within the enterprise and encourage employees to actively participate in the whole process of establishing and strengthening customer value advantage. Establish the concept of establishing and maintaining customer value advantage, all employees will provide value for customers and take certain responsibilities for creating value advantage. On the one hand, it will encourage employees to make new efforts in enhancing customer value; On the other hand, it can also give employees a greater sense of accomplishment. Enterprise leaders must fully communicate with employees on the importance of establishing customer value advantage and the strategies and methods for enterprises to seek to establish customer value advantage, so that employees can understand the strategic intention of enterprises, require enterprises to reasonably design mechanisms and supervision mechanisms, and fully recognize employees' efforts in enhancing customer value advantage.
(C) the embodiment of customer-oriented culture in the details
Customer-oriented cultural construction is not achieved overnight. Enterprises should always pay attention to customers in their daily work and service details, which is the basis for establishing and maintaining a customer-oriented culture. In order to show care for customers in details, enterprises should first formulate clear systems and norms to ensure the provision of high-quality products and services, and consolidate and strengthen high-quality service measures through the reward and punishment system.
Conclusion of intransitive verbs
In the eyes of customers, an enterprise is a value creation system, and its output is the carrier of customer value. It is precisely because of the creation of customer value that enterprises can make profits: the output of enterprises carries customer value, and customers must pay non-monetary costs such as time and energy and the monetary price paid by customers to obtain these values; Customers are willing to pay because the products and services provided by enterprises carry customer value, that is, customers think that these costs can bring greater benefits, that is, the so-called perceived benefits are greater than the perceived benefits; For enterprises, the price paid by customers can not only make up for all kinds of costs in the process of creating customer value, but also include the profits that enterprises should get. If the enterprise does not create enough customer value, even if the price of the enterprise output is lower than the cost, the customer will not feel the value, and the enterprise will have no profit. Therefore, only by constantly improving the value creation system and meeting customers' requirements and expectations can enterprises achieve a win-win situation for customers and enterprises, and profits will be guaranteed.
References:
1. Ke Jianchun. On the application of relationship marketing strategy from the perspective of customer value. China Commerce 20 10.
2. Lan Lin. A Brief Analysis of Value Marketing and Enterprise Development Enterprise Herald 20 13 No.7
Expanding reading: based on customer value and marketing strategy
abstract:
The core of CS marketing strategy is to satisfy customers, and the key to satisfy customers is to improve customer value. This paper analyzes what customer value is and two main ways to improve customer value, namely, implementing cost-leading strategy and differentiation strategy.
Key words:
Customer value is improved, and satisfaction cost leads differentiation.
CS marketing strategy is a new marketing strategy that rose in Europe, America, Japan and other western countries in the early 1990s. CS is the abbreviation of English CustomerSatisfaction, and is willing to satisfy customers. CS marketing strategy is a new marketing strategy which is completely customer-centered, and aims at meeting customer needs and satisfying customers. It includes five satisfaction systems, namely, concept satisfaction system (ms), behavior satisfaction system (BS), audio-visual satisfaction system (VS), product satisfaction system (PS) and service satisfaction system (SS). With the implementation of CS marketing strategy, enterprises completely consider problems from the standpoint of customers, and put customers' needs and satisfaction at the top of all business policies of enterprises. Practice has proved that when the marketing mix of an enterprise meets the needs of customers, the customers will be satisfied. Only when the customers are satisfied can they buy the products of the enterprise again and become loyal customers of the enterprise. According to a research report of Harvard Business Review, customers who come again can bring 25%-85% profits to the enterprise. As long as the enterprise maintains 5% more customers than before, the profit will increase 10%. The survey of American Marketing Association also shows that the cost of acquiring a new customer is five times that of keeping a satisfied old customer. A consumer survey data shows that customers who claim to be satisfied often change brands, while very satisfied customers rarely change their purchases. This shows that high satisfaction can cultivate customers' emotional attraction to the brand, not just a rational preference. It can be seen that enterprises must attach great importance to improving customer satisfaction and establishing a high degree of customer loyalty. The competition of modern enterprises should pay attention not only to the competition of quantity (market share), but also to the competition of quality (customer satisfaction and loyalty). Only when an enterprise has a group of long-term loyal customers can it gain a competitive advantage in the fierce competition and ensure its long-term survival and development. Creating and improving customer value has become a new source of competitive advantage for enterprises. Satisfying customers is a systematic project for enterprises, and all aspects of work need to be done well. The author believes that the key is to improve customer value and increase customer satisfaction by improving customer value.
1, what is customer value?
Marketing's concern for value is always associated with customers. Therefore, in the sense of marketing, value is the satisfaction and satisfaction of customer needs when the total cost of obtaining, owning and using products is the lowest. At present, there are still differences on what marketing is, but there is no difference on the definition of marketing as "promoting the exchange of values between different people and organizations". "Exchange" here not only refers to the exchange of goods, services and money, but also includes the exchange of time, energy and emotion. Modern marketing believes that enterprises should establish a market-oriented marketing concept. Starting from this concept, enterprises should take customers as the starting point when designing, creating and providing value for customers. Customer value should be decided by customers rather than enterprises, and customer value is actually the value perceived by customers. Zaithaml, an American scholar, summed up four meanings of customer value in 1988:
First, value is low price, and many customers equate value with low price, indicating that the money to be paid is the most important among the values that customers feel;
Second, value is the product or service I need. Unlike focusing on money, some customers regard the benefits of products or services as the most important value.
Third, value is the quality that customers can get through their efforts, that is, quality is the most important value;
Fourth, value is all the benefits that customers can get through' going all out'. These customers think that its value is all their income after hard work, not just low price or quality.
At present, there are still differences in the expression and understanding of customer value in academic circles. Although there are differences, the statement that "customer value is customer perceived value, and the core of customer perceived value is the balance between perceived gain and perceived loss" has been recognized by many scholars. Perceived profit and loss refers to all costs paid by customers at the time of purchase, such as purchase price, acquisition cost, transportation, installation, order processing, maintenance, failure or poor performance. Perceived gains and losses include not only material factors such as benefits from products themselves, but also service factors such as value from services, as well as psychological factors such as psychological satisfaction and pride from brands, enterprises and enterprise personnel. Thus, customer value is the difference between all the benefits obtained by customers and all the costs paid by customers to obtain benefits. The greater the difference, the more valuable customers feel and the more satisfied with the enterprise and its products.
2. Ways to enhance customer value
Since customer value is the difference between profit and loss, generally speaking, there are several ways to improve customer value. One is to increase profits while reducing losses; The other is to minimize profits and losses when profits cannot be increased; The third is to increase the profit and loss without reducing the profit and loss. Improving customer value in an all-round way is a systematic project for enterprises, and some scholars have discussed it from many aspects. Here, the author tries to analyze how to improve customer value from two aspects: cost leadership and differentiation.
2. 1 Implement cost leadership strategy
Because many customers equate value with low price, enterprises can reduce the total cost of their products by implementing effective cost leadership strategy, and then reduce the price, so as to reduce customer profits and losses and enhance customer value. Each industry has a specific cost combination to drive its strategic behavior. Cost leadership is not only achieved through the cost control of one or two links in the enterprise value chain, but also enterprises should pay more attention to the connection between activities in the value chain, that is, the overall Excellence of cost control. Enterprises should not only reduce the costs in the value chain through effective management, technological and technological innovation and strict economy, but also pay maximum attention to their own maximum costs and reduce these costs strategically. It is worth noting that because the cost is directly proportional to the price, and the customer wants to get the maximum benefit with the least effort, the enterprise should carefully study and analyze the customer's interest demand for product attributes, try to keep the interest attribute of customer demand in product attributes, and reduce unnecessary or dispensable interest attributes, thus reducing product costs and customer efforts. Reasonable arrangement and scientific management of the auxiliary belt formed by products or services, efforts to improve the procurement system and sales channel system, and effective information communication, thus reducing marketing costs.
Cost leadership means that enterprises can meet customers' needs at the lowest market price under the premise of ensuring quality. Market demand is the demand with ability to pay, and price is the regulator of market demand. Customers' ability to pay for a certain product is always limited in a certain period of time. No matter how excellent the product quality is, once its price exceeds a certain limit, it will inevitably curb the demand of customers, especially those who are price-sensitive. No matter what kind of demand motivation customers have, products with good quality and low price are always welcomed by customers. Efforts to reduce product prices by implementing the cost leadership strategy can not only enhance the competitive advantage of enterprises, but also create more space for enterprises to make profits to customers, thus achieving the purpose of enhancing customer value.
2.2 the implementation of differentiation strategy
The purpose of implementing differentiation strategy for enterprises is to form their own distinctive characteristics. The so-called characteristics refer to the factors that the enterprise owns but the competitors don't have or are superior to the competitors. Obviously, characteristics are the important value provided by enterprises to customers and an important factor to attract customers to buy products. Differences should be meaningful differences, that is, the factors that form differences between enterprises are attractive and valuable to customers. This value not only refers to the actual use value, but also includes the satisfaction of customer needs. The implementation of differentiation strategy mainly starts from three aspects.
First, product differentiation. Product differentiation is manifested in characteristics, performance, consistency, durability, reliability, maintainability, style and design, among which "design" is one of the important prerequisites for product differentiation. Dieter Ram, a famous designer of American Brown Company, put forward ten principles that good design should follow: good design is innovation; Good design can improve the utility of products; Good design embodies the aesthetic concept; Good design can reflect the logical structure of a product, and the form conforms to the function; Good design is prudent; Good design is honest; Good design is durable; Good design and specific content are integrated; Good design should have ecological consciousness; Good design is simple design.
Second, service differentiation. Many times, due to technical and technological reasons, it is difficult to form obvious differences between similar products produced by different enterprises. At this time, enterprises need to do better and better services than their competitors. The more the competitiveness of enterprises can be reflected in the level of service to customers, the easier it is to achieve market differentiation. Service differentiation is mainly manifested in the convenience of ordering, delivery, installation, customer training, consultation and maintenance. On the premise of the same product quality and price, high-quality and perfect service can obviously improve the value of customers. Providing high-quality and perfect after-sales service is not only a necessary condition for customers to buy and use products, but also the most important measure to reduce and eliminate customers' sense of imbalance and dissatisfaction after purchase. According to the survey, if customers' complaints and dissatisfaction are ignored, at least 19% of customers will not come to the door again. On the contrary, if customers can get satisfactory answers, as many as 54% customers are willing to come again. If the customer's dissatisfaction can be resolved immediately, the proportion of coming to the door again will increase to 95%. Why is this happening? This shows that high-quality and perfect after-sales service reduces customer dissatisfaction, improves customer satisfaction, and essentially improves customer value. It should be emphasized that enterprises should have a strong sense of innovation and the ability to implement the service differentiation strategy because of the characteristics of non-patentability and strong imitation.
Third, personnel differentiation. Enterprises can gain differentiated advantages by hiring and training employees who are better than their competitors. According to Philip kotler, a well-trained employee has six characteristics: competence, humility, honesty, reliability, responsibility and communication. Why can personnel differentiation improve customer value? Because, first of all, product differences and service differences depend on personnel differences; Secondly, an enterprise with well-trained and excellent employees will enhance customers' goodwill, confidence and trust in the enterprise and its products, which is also a kind of value for customers.
References:
Philip kotler. Marketing management-analysis, planning, execution and control [M], 9th edition, Shanghai People's Publishing House, 200 1.
[2] Bai Changhong. Western customer value research and its practical enlightenment [J], Nankai Business Review, 200 1.2.
[3] Ni Ziyin. Orientation and Ways to Enhance Customer Value [J], Enterprise Economy, 2003.438+0
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