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Automobile sales model changes and Reconstruction
The sustained development of China's auto industry for investors and operators who have brought tremendous temptation. In the auto industry from "seller" market to "buyer" the market situation, automobile manufacturers, distributors, service providers put the focus of work to the market, to customers, makes this particular car model manufactured products, sales model, the distribution of benefits Model ultimately depends on its marketing model.
1. Based on the ecology of the car marketing mode
Automobile production and sales of traditional mode is not a simple "buy" and "sell" relations, as China's rapid economic development and to rapidly improve the living standards of people, automobile production, sale and consumption of increasingly complex, too many uncertain factors. Consumer preferences of the individual brands, diversified consumer demand, increased consumer awareness of IPR protection, automobile, such as the formation of consumer culture, natural vehicle manufacturers, dealers, consumers, maintenance, and so integrated as a dynamic business systems, That is, commercial ecosystem. Based on the ecology of the "business ecosystem that modern companies in the fast-changing and complex environment to survive, its long-term development is not a single company can control. The fact that more and more, Hyundai is the development and expansion of its Related companies, suppliers, customers, community organizations, public and the common development of the natural environment. "Automotive marketing system of morphological features, sports process and system maintenance and stability similar to natural ecosystems.
From manufacturers to distributors, and then to consumers, has formed a value realization and to transfer the value chain - equivalent to the ecological system of the food chain. Depend on this value chain there are many stakeholders, such as vehicle maintenance, parts suppliers, financial services, fuel suppliers, consumer education, culture and entertainment, such as cars. Automobile sales in the traditional model, these stakeholders relative "independence" in the auto trade and consumption process, to a certain extent, reduce the automobile and consumer products trading efficiency. Based on the ecology of the commercial eco-system requirements for the various stakeholders should be organically integrated into the entire system of car marketing value system, and a fast, efficient, "Food Network" - the value of (chain) network. In this value (chain) network, the "species" in accordance with their "niche" establish a relationship between the value of energy conversion.
In the automotive marketing system, producers, dealers in the central position of playing a key role in decisions affecting the entire automotive marketing and the stability and development, therefore, can be regarded as a "key species." Clearly, the "keystone species" should take initiatives in the interests of certain restrictions to be within the scope of reasonable, we can not damage the interests of consumers, nor harm the interests of stakeholders. If we can not do this, from the stability and development of, the whole marketing system on the vehicle due to natural "key species" of the "exclusive" advantage being destroyed.
2. Ecological Park car marketing feasibility of constructing a reality
China's modern auto industry has been developing for more than 20 years of history, by summing up past experience and learn from foreign models, in preparation for the market, consumers and policy guidance on development has become increasingly complete, construction of modern automotive marketing of eco-park conditions have been mature.
The automotive industry is developing rapidly. China's auto industry has set up a complete production system, flexible, agile, diversification and scale of the automobile industry production system is fully able to meet the market demand for automobile consumption, for the construction of the ecological park provides a supply guarantee for national economic development of high-speed, high-speed Roads, parking lots, gas stations built for auto consumption has provided a solid material foundation; residents substantial increase in personal income levels, changes in consumption structure for automobile consumption may be provided. At present, the vehicle to travel from the consumer tool for the characteristics of the consumer shift to the characteristics of the culture and entertainment for the consumer, the difference in the process of consumption, personalized, fashion has become mainstream automobile consumption. The traditional marketing model cars can not meet consumer demand, accelerate the pace of urbanization in China. Continuously expand the urban space, improving the functions of cities, gradually narrow the gap between urban and rural areas, increase in the number of large and medium-sized cities, population trends Obviously, the rapid expansion of population size, but also for building a comprehensive marketing ecological car park provides a very favorable conditions; Gradually regulate market behavior. Automobile manufacturers, distributors, consumers and stakeholders in the relationship between the fundamental change, from a purely "competition" relations to "competing" between their respective interests direction from the "competition-win" to "competition Win-win "situation, the interests of units have been built around a car" production, sale and consumption, "the interests of the Community. Ecological Park car marketing of this new concept and mode of operation very well, dealing with relations between the interests of all parties.