The Research Of Auto Manufacturing Enterprise On Internet Sales Management Scheme

As the delegate of comprehensive national power and scientific or technological level, automobile industry has long been regarded as the pillar industry in national economy. Chinese automobile industry plays a vital role in the development of national economy, and all levels of the government pay more attention to control and support this leading industry. In recent years, the continuously increasing China automobile market has entered into rapid development period. The huge market potential and well development situation also attracted numerous international auto giants. Moreover, China has gradually developed into one of the biggest sales markets for foreign auto manufacturers and continuously increasing their capital input in China. How to dominant in the fierce market competition is what domestic automobile manufacturing enterprise to face one of important issues. How to dominant in the fierce market competition is an important issue faced by domestic automobile manufacturers.The competition between domestic and foreign automobile manufacturers is becoming more and more fiercely. Although models growing, but the product homogeneity phenomenon become very serious, pricing strategy competition intensified, and consumers increasingly rational and mature, People no longer affected by advertising and promotion, making automotive manufacturing enterprises are facing huge marketing pressure, where the competitive advantage of enterprises is. So, a lot of enterprises turned the key to channel, channel advantages in the competition can win the permanence of advantage. For automobile manufacturing enterprise, marketing channel is not only the source of profits, also enhance enterprise brand image, and the most powerful support of expanding the market share, perfect sales channel system become automobile manufacturing enterprise core competitive basis. Now can be described as "Who get channels to get market". Therefore, using modern science and technology and ideas, innovation and change sales channels so that create organic enterprise channel system. It will become an important foundation of automobile manufacturing enterprise successful. About sales channel of innovation, the enterprise mainly use advanced network technology.As the rapid development of Internet marketing, more and more automobile manufacturers began to try Internet sales. But how to begin the work, not currently form theory system, even some enterprise about the car industry is suitable in Internet marketing or not also has doubts. Based on the problems mentioned above,through in-depth study this paper analyse present status of Internet sales of car manufacturers in home and abroad, to sum up the experience as a reference. On this basis, this paper designed management solution of Internet sales for the automotive manufacturing. Firstly, in the first two chapters summarizes the relevant theories about Internet sales, and introduces writing purpose and path from research background, significance, the main contents of this paper and research methods. A lot of the theoretical research on domestic and international marketing theory, management theory and other related academic monographs and journals were analyse. Summarize ideological basis of the entire management program for the design of Internet sales of automobile manufacturers'theoretical basis for management options.Secondly, in the third chapter, in-depth analyse the current environment that automobile manufacturers are in from the aspects of macro environment and industry environment. Not only describes the environment in which the auto industry, but also introduced the automobile industry and the Internet industry's own environment. In such an environment, the development Internet sales is very necessary for automobile manufacturers, and it is have an important significance.At the same time, this paper study on Internet sales situation of automobile manufacturers from empirical research, such as the General Motors Corporation, Changan Automobile Company and Jili Automobile Company, to summarize current main three kinds of operation mode of Internet sales for automobile manufacturers, namely set up on-line marketing plate on the official website, self-built Internet distribution platform and the most common perform is that they establish 4S inn cooperating with web portal.At last, through summarizing the widespread problems about current vehicle manufacturers Internet sales, according to the basic idea of marketing channel management theory, interactive marketing theory, "Delivered Value" theory, using the literature analysis and empirical analysis methods design an idealized automotive manufacturers Internet sales management plan, which from developing enterprise sales strategies, management mode selection, structure design, system processes four aspects. Finally, according to implement the Internet sales management plan, this paper proposes safeguard measures, so as to cooperate with the development of Internet sales work. This is the car manufacturers in carrying out preparatory work for Internet sales to provide adequate reference in carrying out the Internet selling preparatory work for car manufacturers. However, the specific practice in business also needs to make corresponding adjustments to their own circumstances.Internet sales of automobile still has a long way to go, auto manufacturers need to make full preparations before they carry out Internet sales. Therefore, this paper provide a proposal to ensure the effective implementation of Internet sales management programme from four aspects of thinking and concept improvement, capital investment, human resource allocation and organization, as well as equipment.