[Keywords:] small-displacement vehicle marketing environment marketing strategy
According to the data released by China Association of Automobile Manufacturers, in 2007, the sales volume of automobiles with the displacement less than 1.3L was 730,200, accounting for1.60% of the total automobile sales. Compared with the same period of last year, the market share decreased by 3.7%, while the sales volume with displacement less than 65,438+0.0L only accounted for 25.5%, which was 30.9% lower than that of the same period of last year, which was in sharp contrast with the substantial increase in the sales volume of large-displacement vehicles in China, indicating that the market share of small-displacement vehicles with obvious fuel saving and emission reduction effects was shrinking year by year.
In order to better analyze the reasons for the market decline of small-displacement vehicles and formulate corresponding marketing strategies, it is necessary to analyze the marketing environment of small-displacement vehicles first.
First, the analysis of the marketing environment of small-displacement vehicles
1. The influence of economic environment on small-displacement vehicles is very important, with advantages and disadvantages. The advantages are as follows: First, the domestic economy is growing rapidly. In 2007, the gross domestic product was 24661900 million yuan, an increase of 1 1.4% over the previous year. The growth rate has reached or exceeded 10% for five consecutive years, and the national economy has maintained steady and rapid development. Second, the income of residents has increased substantially. In 2007, the per capita disposable income of urban residents was 13786 yuan, and the real increase was12.2% after deducting the price factor; The per capita net income of rural residents is 4 1.40 yuan, with a real increase of 9.5% after deducting the price factor; Third, domestic oil prices remain high. The price of 93 # gasoline, the most commonly used automobile, rose from 3.92 yuan per liter in early 2005 to 5.34 yuan per liter in 2007, an increase of 36%, which is a rare opportunity for the market development of small-displacement vehicles. The disadvantage is that the prices of other consumer goods have risen rapidly. According to statistics, in 2007, the consumer price rose by 4.8%, 3.3 percentage points faster than the previous year, and the retail price of commodities rose by 3.8%. This price increase directly or indirectly reduces consumers' purchasing power of cars, especially small-displacement cars.
2. Consumers have misunderstandings about the demand for small-displacement cars. Generally speaking, small-displacement vehicles have the advantages of energy saving and environmental protection. Therefore, with the frequent rise of international oil prices and the increasing pressure of oil consumption in China, consumers should prefer small-displacement cars. But in fact, consumers choose not small-displacement vehicles that are environmentally friendly and energy-saving, but some large-displacement vehicles that are known as "gas tigers". The main reasons for consumers' misunderstanding of the demand for small-displacement vehicles are as follows. First, car buyers think that "small displacement" is synonymous with inferior quality. In fact, the size of the "displacement" does not reflect the quality of the vehicle. A car with a small displacement can also be a car with good quality and high technical level. Second, consumers buy cars mainly for the pursuit of fame and wealth and publicity of personality. Many consumers agree that large-displacement cars are very enjoyable when driving, which can fully show their personality and satisfy vanity; Small displacement cars can't compare with them in this respect.
3. The government policy has not really benefited the small-displacement cars. At present, despite the introduction of energy and environmental protection policies and the adjustment and reform of automobile consumption tax, the market performance of small-displacement vehicles is still sluggish. The reason is that government policies have not really benefited small-displacement vehicles. First of all, as early as 2004, the country raised the low tax rate from the original displacement less than 1.0L to the displacement less than 1.5L, which made the vehicles with the displacement less than 1.0L lose their competitive advantage. Secondly, the state does not implement preferential policies such as subsidies and tax relief for the purchase tax of small-displacement vehicles, but implements policies such as insurance tax, road and bridge tax and vehicle and vessel tax. , like other large displacement vehicles; Third, some local governments have formulated discriminatory policies such as restricting the driving route and driving time of small-displacement vehicles. It can be seen that the state basically has no clear preferential policies for environmental protection and energy-saving small-displacement vehicles, and some policies invisibly limit the sales and development of small-displacement vehicles.
From the above analysis of marketing environment, we can see that the road of small-displacement automobile market is still bumpy. Therefore, enterprises must take the initiative to adopt effective marketing strategies in order to effectively explore the market. This paper mainly expounds from three aspects: product strategy, advertising strategy and public relations strategy.
Second, the product strategy of small displacement vehicles
In order to expand the market share of small-displacement vehicles, the key is to improve the value of products, so that products can be accepted by the market and consumers, and truly break the misunderstanding that "small displacement" is inferior products in consumers' minds.
1. Improve the quality of small-displacement vehicles. At present, the overall quality of small-displacement vehicles in China is not high and the technical content is low. Therefore, the following measures must be taken to improve product quality. First, increase investment in scientific research, improve the technical content of small-displacement vehicles and improve the quality of core products; The second is to design the appearance according to the individual needs of consumers to improve the quality of regular products; The third is to pay attention to brand building. Automobile brands, especially brand-name cars, have high market value and can satisfy consumers' consumption psychology of pursuing fame and fortune. Therefore, paying attention to brand building is conducive to improving the added value of small-displacement vehicles.
2. Improve the level of after-sales service. Whether the after-sales service is perfect or not will directly affect the expected quality of small-displacement vehicles. At present, due to unskilled service personnel and inadequate enterprise service measures, the after-sales service level of many cars is low. Therefore, effective measures must be taken to improve the after-sales service level of small-displacement vehicles. First, vigorously train after-sales service personnel to improve service level and maintenance technology; Second, in the process of after-sales service, take some corresponding measures to provide convenience for car repairers, such as providing scooters to facilitate consumers who have no cars for the time being because of car repair.
Thirdly, the advertising strategy of small-displacement cars.
Small-displacement automobile enterprises and dealers have less investment in advertising, sloppy production and lack of creativity, which affects the advertising effect. Therefore, enterprises must carefully plan when advertising to improve the effect of advertising.
1. Choose advertising media carefully. Enterprises and distributors should choose different advertising media for different consumer groups according to the basic situation of consumers. For example, for knowledge-based white-collar workers, newspapers and magazines are more suitable because they spend most of their working time indoors and prefer reading books and newspapers. For consumers who often go out, it can be mainly used for wall advertising and broadcasting, and can also be supplemented by newspaper and magazine advertisements, so that the advertising effect is relatively better.
2. Advertising design should be creative. A successful and creative advertisement can attract consumers' attention to the maximum extent and make it sound very loud. First of all, advertising design should carefully select image spokespersons, such as choosing recognized successful people as car spokespersons, giving people the impression that owning such a car is a symbol of success. Secondly, advertising design should also be able to express the interests of cars. For example, there is a group of pictures in BMW's advertisement: on the frozen and snowy coast, a penguin looks at a fast BMW car from a distance and feels ashamed. This advertisement shows the attributes of BMW's "perfect driving tool" incisively and vividly, which is worth learning from the advertising design of small displacement vehicles.
3. Advertisements should be mainly placed in cities and towns, and constantly spread to the urban-rural fringe. To sum up, we can see that with the rapid development of the national economy, the income of rural residents has also been greatly improved, which has laid a solid material foundation for them to buy small-displacement cars. According to the prediction of relevant people, farmers who use low-speed trucks and motorcycles at present will be a big consumer group of small-displacement cars in the future. Therefore, the advertising of small-displacement vehicles cannot ignore the countryside, otherwise, in the long run, its advertising effect will be greatly reduced.
Fourthly, the public relations strategy of small displacement vehicles.
Many domestic small-displacement car companies and dealers have not adopted effective public relations strategies, which is one of the reasons why small-displacement cars have not really enjoyed the preferential policies of the government and have not been accepted by consumers. Therefore, it is necessary for enterprises to adopt corresponding public relations strategies to improve the overall image of small-displacement vehicles and change the attitude of the government and consumers towards small-displacement vehicles.
1. Effectively carry out government public relations. Small-displacement automobile enterprises should carefully plan and carry out effective public relations activities for the government, so as to be reasonable, reasonable and legal. Specific measures can be taken as follows. The first is the principle of environmental protection. Enterprises should emphasize the energy conservation and environmental protection of small-displacement vehicles to government departments, and cite specific relevant standards and data to show that small-displacement vehicles are "flower protectors" of energy conservation and environmental protection; The second is the principle of fairness. Generally speaking, products with high energy consumption and high pollution should be subject to heavy taxes, while products with low energy consumption and low pollution should be subject to low taxes, which is generally applicable. Taking this as a breakthrough, enterprises use appropriate methods and skills, and believe that government departments will make appropriate considerations, formulate laws and regulations, and levy different taxes on vehicles with different displacement.
2. Public relations strategy to enhance the overall image. First of all, enterprises can take advantage of major events or engage in major events, invite some government leaders or popular stars to participate, and give away small-displacement cars tailored for them free of charge by appropriate methods, so that these leaders or stars can happily ride small-displacement cars. In this way, small-displacement vehicles will appear as "high-grade and high-quality" and get excellent publicity, so that some local leaders will not make a decision to ban small-displacement vehicles in order to improve the image of the city; Secondly, enterprises should be keen on social welfare undertakings, such as providing green sponsorship and awarding prizes to those who have made great contributions to greening; Set up a student aid fund for poor students. On the one hand, these public relations activities will bring benefits to many consumers, on the other hand, they will make people feel that such an enterprise is an enterprise with a strong sense of morality and responsibility, and the good image of enterprises and products will always remain in the hearts of beneficiaries and related parties.
In short, in the marketing environment where opportunities and threats coexist, small-displacement automobile enterprises can truly maintain and expand their market share only by actively formulating the above-mentioned effective marketing strategies.
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