Two. The automobile marketing
One, our model of automobile marketing channel status
Reform and Opening-up 30 Years, China's automobile marketing mode has been rapid development, from single gradually evolved into a multi-level. Each stage of market demand is in the lead the entire auto industry changes. At present, China's auto industry marketing channel mode mainly has: franchise stores, general dealers, car park and show.
(a) franchise store marketing channel mode. This model is a kind of marketing mode manufacturers vigorously carried out, because the store is generally a single brand marketing 4S Shop, namely: vehicle sales, after sale service, spare parts supply and information feedback. The franchise marketing team are generally of good quality, the higher cultural level, the reception etiquette very norms, identity, pay attention to the marketing personnel's striking appearance etc.. For this franchise 4S Retailers, manufacturers in addition to considering the sales, also hope to establish a brand image, to obtain more long-term interests.
(two) the general dealers marketing channel mode. The general dealers are generally more brand car sales, price is cheap, cheap price sales, but sales of large, will force manufacturers to provide more preferential price for the supply of goods. While the other marketing dealers will because ordinary dealer price advantage, blow in sales. Because sales continue to decline, will lead to other modes of the dealer from the local market, but this situation will promote general dealers get more high quality and inexpensive car at the manufacturer.
(three) marketing channel model of car park. The car park is the most able to attract the majority of automotive consumer groups, because the car park complete function, in car sales, repair, spare parts and so on, the car park can show car culture, science and technology, communication, travel and entertainment and other functions, the functions of car park all have, for customers to purchase a car is very convenient.