[Marketing Education] Research on the Problems and Countermeasures of Automobile Marketing in China

The main content of this paper is to analyze the problems existing in China's automobile marketing at this stage, and to study the corresponding countermeasures. Firstly, the development history of China automobile industry is reviewed, and the course of the establishment, development and gradual improvement of China automobile industry is systematically expounded. Then it summarizes the current situation of China automobile industry and marketing, focusing on three aspects: marketing model, marketing concept and after-sales service. This paper analyzes and summarizes some problems and deficiencies existing in automobile marketing in China at present, and puts forward corresponding solutions and countermeasures for these problems and deficiencies. On this basis, some suggestions are put forward for the innovative development direction of automobile marketing in China in the future.

Keywords: sales model; Automobile trading market; Franchising; Multi-brand management

catalogue

Keywords .................................................................................... 1

Introduction 1.

I. Current automobile industry environment in China ......................................... 1

(1) Three stages of the development of China's automobile industry after liberation .............................. 1

(B) the influence of foreign car companies

(3) Industrial environment

1. Farewell to the era of profiteering 2

2. There are many manufacturers and fierce competition. .................................................................................................................................................................

3. Joint ventures are still the mainstream and national enterprises are developing. ...............................................................................................................................................................

Second, the current problems in automobile marketing in China

(1) There is a problem with the marketing concept.

1. Characteristics of current automobile marketing concept in China

2. At present, the problems existing in the concept of automobile marketing in China

(B) Problems in the automobile sales model

1. Current domestic automobile sales model

2. Problems existing in the existing automobile sales model

(C) the current problems in the field of automobile after-sales service

Three. Research on the Problems and Countermeasures of Automobile Marketing in China ..............................................................................................................................................................

(1) Countermeasures for the Problems in Marketing Concept

1. Replace the "product-centric" marketing concept with "customer-centric".

2. Pay attention to some emerging marketing models.

3. Pay attention to the cultivation of talents and establish a system.

(B) The existing car sales model of the countermeasures.

1. Innovation and reform of automobile trading market

2. Research on the countermeasures of automobile specialty stores.

(C) Research on the countermeasures in the field of automobile after-sales service

Four. China Automobile Marketing Experience Summary and Future Development Direction

(1) China automobile marketing experience summary

1. China automobile marketing organization is further standardized and improved.

2. China's automobile marketing concept is further in line with international standards, reflecting the characteristics of the times.

3. Automobile marketing techniques and means are further enriched and reasonable. ..................................................................................................................................................................

(B) the development direction of automobile marketing in China ..................................... 10

1. Explore the marketing model suitable for China. ..............................................................................................................................................................

2. Establish a diversified marketing model ........................................................................................................................................................................

3. Establish a consumer-oriented marketing model ....................................... 1 1

Verb (abbreviation of verb) summary-1 1.

Thank you ........................................................................ 12.

Refer to ................................. 12.

English abstract