Explore how the automobile market marketing channel surgeon double-edged sword –
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of the last century scholar of American Marketing Professor McCarthy's proposed marketing "4P" theory, that is, products (product), price (price), channel (place), marketing (promotion), he considers a successful and complete marketing campaign, means to the appropriate product, right price, appropriate communication channels and promote appropriate means of the appropriate products and services devoted to the behavior of a particular market. Which combination of channels for the distribution on behalf of enterprises and their products into target markets to achieve the various activities organized and implemented. The concept of channels according to the interpretation of some obscure, the words in simple, channel marketing activities is an important part of automotive after-market automotive products marketing channel is to target customers with the service delivery terminal port. Therefore, the automobile market is healthy smooth marketing channels, will determine the survival and development of automotive brands.
Recently, the automotive after-market sales channels there are many hot topics, such as the Dealer Group of the topic, the topic of marketing network sink, dealer financing topics, 4S model and the physical market, so the topic. How to look after the car changes in marketing channels, marketing channels of China automobile market in turn showed how the trend? I talk about personal views, and friends in the industry to explore.
First, China's automobile market history and development of marketing channels
The first stage, the state-controlled channels of distribution system plan
Of the last century for a long time in the planned economy, China's automobile production and sales patterns for the plan allocation method, production and sales by the state regulation and control, vehicle circulation all state ministries in charge of the distribution plan in accordance with national authorities and local materials Materials Department, Bureau of steers down one level. This period, the car is not as a commodity, but as the means of production, the state strictly controlled in accordance with the mandatory plan, not a market, and no "after-market automotive marketing channel," said. The late 80s of last century, our economic system began from the planned economy to a market economy, some groups have become rich first, buy a car needs to the central and provincial areas the original material system into a small number of car dealerships car distribution business the main channel, while also government troops "tertiary" and the distribution of individual enterprises of private cars has been involved in downstream automotive retail. At this point the car market began to have a prototype of marketing channels.
The second stage, the right to operate cars under the channel form
Order to rectify the automobile market, as an important means of production cars included in the national post-control products, and in March 1989 former State Planning Commission issued a "sell cars on the strengthening of the management measures for implementation" (of job 2 [1989] No. 279), defined the concept cars, announced the first batch of 56 cars sales prices and sales of furniture, cars have qualified business enterprise car sales list for the first time launched the so-called "right to operate cars" policy. Every year since the original former State Planning Commission and the State Administration for Industry and a number of cars operating units approved list.
With the reform and opening up further, more and more people began to have the ability to buy a car, cars in particular, cars started from the "exclusive control of goods" to ordinary consumers, families, businesses engaged in auto sales is gradually increasing, a large number of private enterprises entered the car sales industry, the right to operate cars to declare the work of original material sector concentration and other government agencies turning to automobile manufacturers. August 1993, the former State Planning Commission and the State Industry and Commerce Administration jointly issued a document of title for the first time from "on the release of the first batch of national cars × × business unit of notice" to "cars on the public notice of network distribution plant "(Commerce, Industry City, the word [1993] No. 235), marking the cars directly from the government control of business by the automobile manufacturer to recommend approval of the executive authorities, initially formed the main line of automotive car brands after the marketing channels.
However, car sales in this period has been a small number of cars the right to operate businesses, especially those in cars for years of state-owned companies can operate directly from the manufacturer access to resources, there is a considerable part of the car dealership business for less than a handcart source documents sold quite common. Who can get the car in an operating profit of the source will be able to profit situation, companies generally do not pay attention to their brand image, more than a piece of land their own circle, take the two small houses became so and so car sales company operating in more places simple, generally small and relatively scattered.
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