Research Of Compound Marketing Mode Based On E-commerce Of Automobile Industry

Today new high technologies, taking IT as a representation, develop fast, and the globalization of economy becomes the trend of world development, which make that transforming and upgrading the traditional marketing mode through enterprise informationization has became important measures to upgrade and retain enterprise core competitive power.The paper analyzes Chinese automobile industries and actualities of marketing, expatiates challenges that China entering WTO became, presents that the transforming to automobile marketing is necessary. The evolvement of the concept of marketing is stated. That the transformation of marketing mode is the necessary result of development of marketing theories is reasoned in theory. The research and application of automobile marketing mode at home and abroad is discussed. Based on all factors above, the trend of automobile marketing mode, i.e. marketing mode based on E-commerce is presented. The basic conditions to its realization and factors of Chinese automobile manufacturing industry are analyzed. Then the compound marketing mode based on E-commerce suiting to automobile manufacturing industry nowadays is presented in a creative way. Its feasibility is reasoned by the theory of transaction cost. In the end, the paper takes a company as an example and applies the compound marketing mode based on E-commerce to it.The end aim of the paper is to marketing power of automobile industry in the circumstance of globalization of economy and technology. It enriches and perfects marketing mode of automobile industry.