Dongfeng Auto Company Moving Value Chain Based Sales And Service Innovation

The auto market in China has entered the late WTO period. Big auto manufacturers successively present new products to public and broaden the product lines. The tendency turns to be more notable that the auto products are of the same quality and lowering the price becomes the only competition method taken by the manufacturers. Currently,the sales situation of Dongfeng company is turning to better markedly. But I do not think that the company has not really remedied the situation since it has not formed its core competence and enjoys no continued competition advantage. The company faces the problem of getting immersed into predicament again at any time. With an olive mode in the enterprise pattern that is being small in the two ends and big in the middle,the company pays too much attention to the production links in the production process but ignores the importance of the product R&D and the marketing. Dongfeng company is also found to be incomplete in the product chains and in a lack of a sound marketing and sales channel management. Business policies are not unified and the market disciplines are in a chaotic situation. The phenomenon of cross-area sales is always found in the company and profits of the product dealers could not be guaranteed. It has become a must and reforms should be made on the marketing and sales system. The purpose for writing the paper is to make a conclusion on the marketing and sales ideas and methods of Taiwan Yulong Company. In combination with the current situation and what is learned during the MBA study,I put forward the suggestion on reforming the marketing and sales of Dongfeng company in order to set up a marketing and sales system for the company that takes the lead in China. It is hoped that the paper could provide good experience for the other auto manufacturers so as to join hands in coping with the overseas competitors.The paper consists five parts.The first part: preface: the prophet predicted the appearance of auto,the invention of auto and the development and the current situation of the international auto market.The second part: make it for certain that what the moving value chain is.Extending the logic and theoretic structure of Moving Value Chain from the idea of "people,car and life".The third part: Analyze the existing sales service system and the competition environment of Dongfeng Auto Company.Briefly state the four sub-companies of Dongfeng Auto Company-Dongfeng Loaded Vehicle Company,Dongfeng Auto Co. Ltd,structure and operational model. Comparison is made between the four companies and their competitors.The fourth part:Innovate the marketing and sales models and establish Dongfeng's advantage in the marketing and sales system according to the logic thought of the moving value chain theory.The fifth part:support the auto sales and service horizontal business structure.Logically derive the extended moving value chain and the other horizontal businesses from financial company,insurance agent company,secondhand car replacing company and information company.