The Research Of Strategic Marketing Mode Of Automobile Enterprise

The 21st century is an era that the auto industry of our country will develop quickly, automobile enterprises of our country will be facing a new marketing environment which is full of opportunity and challenge. With the world famous" 6+3 "automobile groups all enter our country, the marketing environment of domestic automobile will change greatly, and the traditional marketing will face the brand-new challenge. Facing such a new environment, automobile enterprises of our country must finish an important transition in marketing management if they want to promote its competitive ability in the fierce market competition, namely turn from traditional marketing to strategic marketing.At Present, automobile enterprises of our country pay much attention to manufacture of automobile, but have often ignored the most important marketing. The new products emerge very frequently, but the really marketable products are as rare as phoenix feathers and unicorn's horn, the key to the question lies in the malfunction of the marketing department. At present, the marketing department is not a leading department in automobile enterprises of our country, but a subsidiary or an operating department whose duty is only selling. And it is not the real marketing that let specialists of marketing do the selling. Marketing is seen as a kind of marketing competitive behavior through the leading of decision-maker. So marketing department should be put in a higher position where they would have the power to make the decision and implement strategic marketing. Therefore, study the strategic marketing modes of automobile enterprises of our country which are very essential and meaningful to improving the enterprise's competitive ability of automobile enterprises of our country and to integrate with international automobile enterprises.This paper regards the marketing activities of automobile enterprises of our country as the research object, based on using modern marketing theory, strategic management theory, enterprise competition theory, etc., with the theory of the system, information theory, coordination theory, dialectics as the tool, on the basis of the new environments of transition times after the accession to the WTO, the marketing activity of automobile enterprises of our country is researched and analyzed. Based on the comparative analysis of traditional marketing and strategic marketing, This paper have probed into the intension, characteristics, model and basic mode of strategicmarketing, and through analyze the current marketing situation of automobile enterprises of our country, find out the subject matter existing at present, point out automobile enterprises of our country could improve the competitive power or set up sustainable competition advantage only through strategic marketing. Through comparative analysis, had put forward and proved three kind of strategic marketing mode relatively suitable for automobile enterprises of our country at the present stage in detail.The 5th, 6u, and 7th Chapter has mainly researched the relation marketing mode, service marketing mode and culture marketing mode, thus offer a kind of new thinking and method to make and foster the marketing competitiveness rapidly for automobile enterprises of our country. Chapter 8th proceeded with case of "Cherry QQ", analyzed the case in term of studying in Culture marketing, thus practicality and effectiveness of strengthening the thesis and studying.