Research On The Automobile Marketing Resource Allocation Optimization Based On Marketing Grid

With the change in the pattern of the automotive industry from the era of rapid growth into the micro-growth era, the competition mode of automotive marketing has transformed from competition of single element into the overall competition of marketing resources portfolio allocation and business models. Besides, in customer demand, the mode of diverse individual needs has taken place of single homogenous demand gradually. Therefore traditional marketing model is eager for a breakthrough.As the grid marketing theory is drawing more and more attention from enterprises, integration and configuration of automotive marketing resources has become the key topics of the auto industry research, and the important support enhancing the competitiveness of the automotive industry. In order to stand out in the automotive industry, automotive enterprises with limited sales resources have to fully understand the advantage of their enterprise marketing resources and make full use of them. Only in this way, can they improve their operational efficiency, give full play to the energy of enterprise resource, and finally create the greatest value and wealth.Through consulting the literature at home and abroad and analyzing the present automobile marketing mode, the author made a summary of the connotation and characteristics of enterprise marketing resources. On the basis of the marketing theory, the author, from the perspective of marketing input and output, divided enterprise marketing resource into three categories, namely basic marketing resources, ability resources and strategic marketing resources. According to the classification standards of enterprise marketing resources, the author established an automobile marketing resources classification system and studied the marketing resources quantitative method. Through the extraction of the convenient quantitative index which can measure the marketing resources, the author constructed a marketing resources evaluation index system to quantify the automobile marketing resources which usually cannot be quantified directly.The dissertation puts forward the dimension of developing marketing grids, as well as the procedure of building marketing grids for auto sales; meanwhile, the basis of determining marketing grids granularity is also discussed. The author has analyzed the essential characteristics, the actions, the value and the lifecycle of auto customers, and he pointed that a combination of marketing resources elements could be a way to develop marketing grids. The author first tried to find an algorithm to develop the marketing grids, then created a matrix based on the relationships between the grain size of marketing grids and the automotive marketing resources and tried to determine the grain size of marketing grids by the judgment of the degree to which the automotive marketing resources are supplied. Finally, he estimated the model to develop marketing grids and the grain size of the marketing grids and tried to optimize the marketing grids continuously to make sure that the grain size of the marketing grids best fit the marketing resources.Using a variety of methods of market research and data mining obtain the auto grid marketing resource requirements. Classify and sort order of the demand by importance, urgency and matching degree of difficulty. By using the fuzzy mathematics method to describe and convert the collected marketing resource requirements. Using the method of association rules construct the mapping model between Automobile enterprise marketing resources and grid resource requirements from a qualitative point of view, the association rules in the form include four categories:single-condition single rule, multi-rule multi rules, multi-condition single rules and conditions of the single condition. Using the method of artificial neural network construct the mapping model between Automobile enterprise marketing resources and grid resource requirements From a quantitative point of view, thus build a set of resources for each marketing grid and form the initial configuration program of the marketing grid resources.Studied the automotive marketing resource allocation model, including configuration principle, configure the main and configuration process, scientific and rational distribute the grid marketing resource requirements. Using the application of management economics of the "elastic demand theory" mainly studied the strategy of adjustment of marketing grid resources, and build a resource matching mapping model from the point of view of marketing resource inputs and marketing resources revenue output. Use of data envelopment analysis to assess the efficiency of resource allocation on automotive marketing, according to internal and external environment and resource supply to changes in demand, apply the mapping model of the requirements, redistrict grid granularity, demand mapping and matching mapping continue to optimize the allocation of resources and resource scheduling. Through the projection analysis, find out the efficiency improvement direction to improve the allocation of resources.Based on the Shenyu vehicle Company, for auto grid empirical research on optimal allocation of marketing resources, using shenyu’s investigation data to analyze the construction of marketing grid and marketing grid resource demand mapping Shenyu company in marketing grid construction, marketing grid resource demand mapping and marketing grid resource allocation optimization. Breaking the limits of automobile marketing resources of the company, optimizing the marketing grid demand on resources allocation and scheduling strategy, effectively improving the resource efficiency of enterprise marketing and enterprise competitiveness, reducing the enterprise’s marketing risk.