Automobile exhibition: market environment analysis

The macro environment

One, the 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.

 

Two, the national 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.

 

Three, the 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.

 

Four, technology environment

1, the market technology has been continuously improved, and the establishment of independent brand. Each enterprise will develop or use foreign technology development with independentIntellectual property rightsAutomotive products, 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.

 

Micro environment

One, the internal environment of the business enterprise

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

  

   In general, internal organizations include top management department, financial department, research and development department, purchasing department, production department, marketing department.

 

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

 

Two, the external environment of the enterprise

1. production suppliers

   The production department to provide supplier, enterprise production and management resources required (such as equipment, energy, raw materials, accessories and so on) the organization or individual.

 

     The automobile enterprise's market marketing, enterprise parts (cooperative member) is supplier. Automobile enterprises should not only select and plan your parts supplier, but also should maintain the enterprise marketing long-term interests, relevant state combined with the development of applied positive Department on the auto parts industry and the related industries, promotes the development of the reform, become 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 refers to 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 in , considering the cost, transportation, speed and safety factors of enterprise must, so as to determine the best way to transport and store goods.

 

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

 

   Financial intermediaries including banks, Credit Company, insurance companies and other financial institutions, Great influence on marketing intermediary business marketing, as related to the scope of the enterprise market, marketing, business risk, financing efficiency. Therefore the enterprise should pay great attention to marketing intermediary role, in order 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, the customer market can be divided into five categories: the consumer market, the enterprise market, dealer market, government and international markets.

 

4. competitors

   Any enterprise's marketing activities are subject to the challenges of competitors, this is another important micro environment of marketing. Modern marketing theory, there are various types of competitors, enterprise should according to the different types of competitors take different competition.

 

5. related to 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.