Automobile exhibition: "environmental protection and energy saving, analysis the road of the future" feasibility report

Analysis of the market environment

1The macro environment

1The political environment)

 In recent years, countries have launched the policy of allowance of car, car to the countryside policy, and a car loan policy, small cars such as the reduction of purchase tax, it is beneficial to the promotion of the development of China's automobile industry.

 

 Industrial policy, industrial policy of automobile shift in focus from production to sales, in order to better play the role of the automobile industry. The State formulates a series of industrial policies to encourage enterprises to develop small quality, low price, affordable car care and support enterprises in independent development or use foreign technology developed with independent intellectual property rights of the passenger car products.

 

 The auto industry as a pillar industry of the national economy, the country's strong policy support, perfect encourage automobile consumption policies, provides a solid foundation and platform for the development of the automobile industry.

 

2National policy)

1, small car ban. Since 2006 January, the national development and Reform Commission and other six departments jointly issued a notice, request to cancel all the energy saving and environmental protection type school cars driving routes and taxi operators and other aspects of the limit. This policy has led to sales of small cars. At the same time to the local enterprises, with production of small cars, can make full use of various resources including policy, have certain advantages in cost control.

 

2, the national industrial policy support. Car as a capital intensive technology industry, with the large pulling effect on the national economy, as one of the pillar industries of the national focus on the development, put a lot of property, the development of more than 20 years of reform and opening up, a number of state-owned and private automobile enterprises have formed a certain scale, also accumulated a certain amount of talent and experience, a good foundation for the development of the next step of the play.

 

3, the national strategy of independent innovation. In the eleven five year plan in the independent innovation as a national strategy, pointed out the direction for the development of automobile industry China. Independent innovation to our enterprise has two aspects of advantage of backwardness, a South Korean, Japanese auto enterprises as an example, take independent innovation as a driving force, there is a space for one person in the competitive world of racing will. China's auto industry is facing the transformation of second major, let more energy-saving, more environmental protection models into the China family is the future development trend of China's automobile industry.

 

The construction of 4, highways and other public facilities is national investment focus. Eleven five national planning put into 100000000000 accelerate rural highway construction, eleven by the end of five the basic realization of all Township, east central all conditions of villages formed asphalt or cement road, the western region realize basic conditions formed Village Road, and the focus of the construction of national freeway network, the basic formation of the national highway network skeleton, continue perfect the national highway, provincial highway network, through the inter channel, play to the overall efficiency of road network. The level of development of highway network will promote and improve the expanding auto market.

 

3The economic environment)

 Economic factors are the basis of automobile industry development. Since the reform and opening up, China's economy has been in a rapid development track, the national economy continued to improve. On the premise of rapid economic growth, consumer durable goods market will maintain a rapid growth trend, especially in China's auto market.

 

 Fifteen during the country will continue to implement the western development to expand domestic demand, and the urbanization strategy, provide a good environment for the development of China's automobile industry. Automobile industry international competitiveness in China a few years of development has gradually strengthened, shows outstanding superiority in the aspects of.

 

 Beginning in 2008, beginning from USA swept through the global financial crisis, global economic shocks, such as USA major countries in the world automobile industry suffered a serious blow, by contrast, Chinese influence in the global auto market nearly doubled. But now the RMB appreciation, the impact of the automotive industry has: ①, homebred car possible price. The imported cars, is expected to price. The independent brand car exports more difficult. ④, have a certain impact on the international car market.

 

4) technology environment

 1, the market technology has been continuously improved, and the establishment of independent brand. Automotive products enterprises will develop or use foreign technology developed with independent intellectual property rights, improve the ability of independent R & D

 2, the product structure reasonable, operation level and management level is steadily increasing

 3, sustainable development needs for technology innovation: advocating environmental protection, energy saving.

 

2, micro environment

1The enterprise's internal environment)

   The internal environment of enterprises means the type, organization model, organization and enterprise culture enterprise.

 

   Generally speaking, internal organizations include top management department, financial department, research and development department, purchasing department, production department, marketing.

                                                                                                                                              

   The internal environment is the basis for enterprises to improve marketing efficiency and effectiveness. Therefore, the managers of the enterprise should be to strengthen enterprise management, marketing and create a good marketing internal market.

 

2The external environment of the enterprise)

1 Production provider

   Production suppliers, system to enterprises to provide the production and business operation required resources (such as equipment, energy, raw materials, auxiliary equipment etc.) organization or.

    

   The automobile enterprise's market marketing, enterprise parts (parts supplier is important for supporting collaboration). Automobile enterprises should not only select and plan your parts suppliers, but also should maintain the enterprise marketing long-term interests, with the development of relevant state positively Department of auto parts industry and the related industries, and promote the development of , to change China's auto parts industry and the development of related industries the lagging condition, meet the enterprise production and management and future development. Especially in the modern enterprise management theory is emphasized in supply chain management, automobile manufacturing enterprise should plan their supply chain system seriously, suppliers as a strategic partner, should be in accordance with the "win-win" principle to achieve the common.

 

2 Marketing intermediaries

    Marketing intermediaries are organizations or individuals to assist the automobile enterprises engaged in marketing. It includes the middlemen, physical distribution company, marketing services and financial intermediaries.

 

   The intermediate business is sales ditch companies, can help companies find customers or sell. The intermediate business including wholesalers and retailers.

 

   Physical distribution company to help enterprises to complete the origin to destination between storage and transfer of goods work. In the process of dealing with the warehouse, transportation companies, must consider the cost, transportation, speed and safety enterprise factors, thus the optimal decision of storage and transportation of goods.

 

   Marketing Service Corporation including market survey firm, advertising, media, marketing consultants, they help the company correctly positioning and promotional products.

   Financial intermediaries including banks, Credit Company, insurance companies and other financial institutions,

 

   Great influence on Enterprise Marketing Marketing intermediaries, such as related to the scope of the enterprise market, marketing efficiency, management risk, financing. Therefore the enterprise should pay great attention to marketing intermediary role, to get their help, make up the enterprise marketing ability is insufficient to improve the financial and time.

 

3 Customer

   The customer is the enterprise product sales market, is the fundamental business survival and development. The starting point and destination marketing is to meet the needs of customers, need and must study all automobile enterprises car users.

 

   In general, customer market can be divided into five categories: the consumer market, the enterprise market, dealers, government market and the international market.

 

4 Competitor

    Any of the marketing activities of enterprises will be the competition challenge, this is another important micro marketing. Modern marketing theory, there are various types of competitors, enterprise should according to the different types of competitors take different competition.

 

5 The public

   The public refers to all the groups and individuals for the marketing activities of enterprises have a real potential relation and influence. Generally include financial institutions, news media, government agencies, associations, organizations and the general public.

 

   Activities, the public to enterprise marketing have a substantial impact on the enterprise and its product beliefs. The marketing activities of enterprises should pay attention to study the specific features in addition to micro marketing environment of the enterprise, is more important to study the macro marketing.

 

Analysis of automobile market environment SWOT

Advantage	Inferiority
1, a good policy and investment environment: (1), the policy of China's automobile industry, automobile enterprises to introduce manufacturing technology, must carry on the localization of products, and puts forward the localization rate of not less than 40%; (2), some policies and regulations to guide the parts industry structural adjustment, product diversification of production to promote the optimization grouping of parts enterprises; (3), due to China's participation in international level unceasing enhancement, increased foreign investment in the auto and parts industry, many international famous auto parts enterprises to set up a wholly-owned or joint ventures in China, many Multi-National Corporation will also China's auto parts enterprises into its global procurement system and set up the procurement agencies or offices in the country, some still in the country set up technology center and training center, promote the rapid development of parts and improvement of industrialization and parts enterprises in a certain extent. 　　 2, the low labor cost and broad market potential advantage (1), cheap labor is an important factor in attracting investors to China investment. Especially in the production of auto parts, most of the enterprises are low added value, requires a lot of labor for the production organization, to enhance the competitiveness of their products in the international use of China advantage of low labor cost; (2) Chinese, as the largest developing country in the world, has huge market potential, with the continuous development of China's market economy, the average consumption level is also rising, with the enhancement of auto consumption ability, will drive the development of auto parts industry. Continue to drive the effect 3, famous foreign large parts enterprises of China's enterprises in all-round	1, market development lags behind, limiting the growth of automobile consumption At present, the lack of a perfect encourage car consumption policy, especially in some places to take the regional protection policies, restrictions on the use of non local enterprises in the production of automobile, man-made market segmentation. Charges and complicated procedures of purchase a car suppresses the enthusiasm of individual purchase a car, blocking the car demand growth. Production enterprise product variety, price, management mechanism, market development and customer service service, can not adapt to the requirements of individual purchase a car. 2, enterprise production scale is small, the product technology content is low (1), at present our country parts enterprises mostly in small scale production, even if some of the larger domestic enterprises such as SAIC, only hundreds of thousands of sets of (parts) production, enterprise has not formed the scale economy, the high cost of products; (2), due to the development of China's auto industry started late, resulting in automotive parts and components production of products mainly belonging to the technical content is low, the added value is not high, labour intensive or material intensive products. Parts manufacturing technology in China is still a low level of technology, some new and core technology is still in the hands of foreign manufacturers. 3, R & D investment low, independent R & D ability   (1), the data shows, technology research and development of China's auto parts enterprises input is generally a sales income of 1% to 2%, while the developed countries from 3% to 5%, even reaching 10%, many of China's auto parts enterprise benefit is low restricted its investment in the research and development of;   (2), some large parts enterprises began to realize the importance of technology development, and gradually increase R & D investment, but China's auto parts enterprises are low barriers to entry, only small investment, less land occupation, the equipment is relatively simple, the staff's quality requirements is not high, its foundation technology R & D is very poor, and most enterprises lack of technology research and development platform, technical talent and capital investment. 4, single industrial structure, unreasonable system
Opportunity	Threat
1, the automobile industry is a high degree of industrial linkage, obvious scale economy, capital and technology intensive industries. Modern economic history shows, a country, when income per capita reaches a certain level, will enter a dependent on the family car into the growth stage. At the same time, around the automobile service industry will be developed rapidly. The experience of the developed countries, automobile industry value added 1 yuan each, will give the upstream industry brings an increment of 0.65 yuan, bring the appreciation of 2.63 yuan to the downstream industry. ; 2, at present, to speed up the development of automobile industry of our country's conditions are ripe. From the perspective of demand, "fifteen" planning for the transportation industry is growing at a faster pace, will bring a huge demand for truck; 3, the car entered the family consumption, market demand is bigger, longer duration. 2000 China's per capita GDP of 7078 yuan, according to the calculation of growth of 7.1% over the price, and to maintain a steady growth, has reached the car entered the initial stage of family. The current demand for cars are in the early stages of rapid growth, the domestic car demand growth is very broad prospects; 4, from the supply point of view, the development of China's metallurgy, petroleum, chemical, mechanical and electrical, instrumentation and other industries have laid the material foundation for the development of automobile industry, the rapid development of highway network construction for the development of the automobile industry and create a favorable external conditions during "fifteen" will be an important period for the development of automobile industry; 5, according to the national automobile industry "fifteen plan", 2005, China's automobile production of around 3200000 vehicles, including car output of around 1100000 vehicles, automotive industry added value of 130000000000 yuan, accounting for about 1% of GDP, automotive products to meet domestic market demand, car exports accounted for the proportion of sales revenue reached 8% left and right. 2005 motorcycle production of about 13000000 vehicles, motorcycle exports accounted for the proportion of sales revenue reached 15% ~ 20%.	1, the WTO to improve the environment of market of our country car, adjust the industrial structure, the financing of development, participate in the international division of labor will play a positive role in promoting. But after the accession to the WTO, tariff reduction and non-tariff barriers gradually cancelled, especially the liberalization of trade in services, will enable China's automobile market internationalization, market competition will be more intense, the development of the domestic automotive industry facing the hitherto unknown challenge; The outbreak of the global financial crisis, in 2008 2, the international economic environment of long-term instability has seriously affected the development of the industry. In particular has a very serious challenge to the global auto industry development. The face of the global economic crisis, while our country's automobile industry to take corresponding measures to protect and macro-control of the market even, but also has a considerable part of automobile enterprises is still very weak. The economic crisis this year is a severe challenge for the development of the automobile industry.

 

Analysis of Qingyuan automobile market environment SWOT

Advantage	Inferiority
Environmental protection and energy saving vehicle is the mainstream car now; Qingyuan has had the ability to hold the car exhibition, and has repeatedly held; Qingyuan competitor is relatively small, can occupy the market; Qingyuan auto market continues to grow, the increasing demand; Qingyuan's rapid development, will stimulate the rapid growth of automobile market	No large car exhibition hall, exhibition scale automobile co.; Automobile Limited, failed to show a variety of car; Qingyuan infrastructure construction is not perfect; Qingyuan automobile exhibition is not yet ripe
Opportunity	Threat
Environmental protection and energy conservation, has become the mainstream of demand In the energy shortage now, environmental protection and energy saving has been advocated Consumers for environmental protection and energy saving cars, there are good	Competitors will continue to increase, the market will continue to be split Automobile market gradually saturated state

 

 

Analysis of two, exhibition project vitality

1, from 2003 onwards, in China, Beijing, Shanghai, Guangzhou and other places have held a session and a large-scale automobile exhibition. And since 2005, all kinds of auto parts, car decoration exhibition industry has been carried out. So far, the domestic famous is the Shanghai International Automobile Exhibition and Beijing international automobile exhibition. As the attachment of automobile industry development show, accompanied by the automotive industry the evergreen tree is evergreen, show will fail.

 

2, with the development of automobile industry at home and abroad, regardless of is the old fuel vehicles or to the new energy automobile, automobile as an era of transportation, as a symbol of identity and status by the vast number of consumers. With the development of economy and the progress of the society, also from the luxury car slowly into the necessities of life.

 

3, the automobile industry is a strong vitality and development potential of the industry, as the show car stage show is subject to the majority of the automobile manufacturing industry, car decoration, car service, consumers, according to statistics, in 2009 Beijing international automobile exhibition has nearly 90000 the number of participants. And, each exhibition brought enormous benefits to the host. As a show of the era necessity and trend of the exhibition, auto show has strong vitality, and profitability.

 

4, the "Twelfth Five Year Plan" put forward, the domestic auto industry gradually from the traditional vehicle to the new energy automotive structural adjustment. And the development of new energy vehicles also need a display and exchange platform, which provides a broad market for the show.

 

Implementation of the program, the exhibition three

1The name and theme, exhibition:Environmental protection and energy saving, the road to the future

2The exhibition place and time

   Location: Qingyuan City Stadium

   Qingyuan City stadium has hosted the automobile exhibition, and achieved very good results. Qingyuan City stadium is located in Qingyuan City, Metro area 26, from the 107 National Road about 400 meters. Building covers an area of 6000 square meters, construction area of 11000 square meters. Large span prestressed combined torsional reticulated shell steel structure, the pavilion roof has the advantages of novel structure, beautiful shape.

 

   Time: 20XX year XX month XX day -- XX XX

 

3Exhibits range

Vehicle: environmental protection and energy saving series: cars, business cars.

Automobile design and new product concept, characteristics of energy saving and environmental protection car.

Auto parts: engine, gearbox, exhaust system, axle, steering, brakes, suspension, body and accessories, electrical system, tire, wheel hub.

Auto accessories: automotive interior parts, car audio, video and audio systems, car navigation, mobile communication system, air conditioning system, vehicle safety and anti-theft system. Auto measurement, detection, diagnostic equipment, repair and maintenance equipment, automobile maintenance supplies, automotive paint, lubricating oil, additive.

 

4The size and location, the exhibition

   Because of the international financial crisis, the international automobile group is keen to respond to market crises, filed for bankruptcy, reorganization, merger! Turbulent international situation, and Chinese automobile industry affected by the financial turmoil is minimal, the purchase a car boom even in 2009 and 2010. So the exhibition location only targeted at the domestic exhibitors and visitors.

 

   This exhibition will use the Qingyuan gymnasium, exhibition has considerable scale, in Guangdong Province has a certain scale of the show.

 

5, recruitment and promotion

Main business: Qingyuan city car 4S shop

 

The exhibition promotion

(1) TV media

The Qingyuan television news and show notice.

(2) newspaper

News and other mainstream media coverage of the general assembly in detail.

(3) the web media magazine

Chinese exhibition, exhibition, exhibition wind vane, Chinese net foreign exhibition, exhibition and other professional exhibition Xinhua website will carry out a full range of three-dimensional publicity for the exhibition

(4) other people

Broadcast: to the relevant industry sent 200000 copies of business invitation cards, the use of advertising, Internet, e-mail, telephone, fax and will be distributed in person to "show preview" and "show", tickets etc..

Association of the organizing committee will to the Automobile Association, Golf Association, association of private enterprise with advanced wealth membership, to invite the audience.

The organizing committee will be to the high-end residential, bank VIP customers, telecom, Mobile Corporation VIP membership, white-collar workers have higher consumption capacity audience, mail invitations and coupons and short message point-to-point invited.

 

6, financial budget

(1) exhibition venues and related costs -- 20000 yuan

(2) the promotion expenses -- 35000 yuan

(3) the breeze and investment costs -- 10000 yuan

(4) the cost of supporting activities -- 10000 yuan

(5) other related costs -- 20000 yuan

 

Four, risk prediction

(1) domestic inflation at present wide attention from all sectors of society, the key is not inflation, moderate inflation will promote the development of economy, the key lies in the social from all walks of life is expected to be susceptible to inflation, some social phenomena have been more obvious, and the 09 year and 10 years Automotive enthusiastic about buying phenomenon, which also has the influence factors of inflation expectations. Because of the social from all walks of life to the currency Peng show different sensitivity, the automobile market in 2011 may have depression, while the 2011 car may also be affected.

 

(2) due to the high speed development of auto sales, consumer market, the market becomes more mature, consumers are increasingly mature, consumer car consumption concept has undergone major changes, has had a tremendous impact on the car city, under the influence of various factors, consumer attitudes, consumer trends, consumer preference still have There's no telling condition. So the 2011 car may also face the audience, the problem of scarce.

 

(3) along with the automobile industry development hot, around the automobile exhibition also As one falls, due to the lack of unified planning, various size is not a clear positioning, auto flush, easy to confuse the exhibitors and visitors eyes, will influence on Che Zhanzhao.

 

(4) would be not suitable for the Qingyuan auto show, for improper risk operation mode, organization management and operation method to determine the direction of directional errors. Operation: a variety of program execution risk can not be effectively implemented and achieved the expected target

 

Five,Problems

   Qingyuan auto show no special place, with the Qingyuan stadium shows the construction of the weak. Qingyuan has held many automobile exhibition, but the scale is limited to the area, mainly as follows: the relative lack of high level professional exhibition; exhibition, booth design and construction, logistics, consulting and other aspects of the service ability is relatively lagging behind; exhibition statistics, information release system is not perfect; the lack of macro coordination, this will bring some to show the effect of.

 

Six, suggestions for improvement

1, as far as possible to improve the infrastructure

2, invite the relevant experts to provide advice show professional exhibition, improve the existing problems

Reduce accidents probability 3, let the car exhibition occurred, the possible problems, contact the relevant departments, so that the shortest time in such incident in problem solving.

4, the exhibition organizers set up exhibition emergency provision, protection of public emergencies emergency disposal exhibition funds needed.

 

Seven, the direction of

1, increase the awareness of environmental protection and energy saving cars, bigger market.

2, environmental protection and energy conservation automobile market to enter the market in Qingyuan to provide an objective basis

3, for the future at the auto exhibition increased experience, enhance the level of quality control of products and services, establish brand consciousness.