The Research On Jiangling Motors Marketing Model Tactics

With the marketing economy developing, the tendency towards homogenization in products, price and promotions, etc. gets more obviously in automobile field. For any manufacturer, it is hardly to be more competitive by owning advantage in products only. According to the WTO rules, the protection of automobile industry will be over by the end of 2006. It indicates that the intense competition will begin between domestic and imported automobiles. Therefore, it is necessary to research the automobile marketing models, study the modern techniques from those countries which have developed auto-industries,then to set suitable models for ourselves for increasing the competitive and strain capacities of domestic automobile manufacturers and pushing this industry in China ahead.An automobile marketing model involves 3 parts: marketing concepts, marketing organization, marketing techniques, which have mutual affections as a integrated body. Marketing concept is strategic, marketing organization is tactical and marketing techniques are operational. We should study those modern models, such as relationship marketing, experience marketing and 4X models from developed countries to local conditions, apply the current models better, like brand dealing, and learn the market forms like chain stores and intensive markets in USA, Europe and Japan.. Jiangling Motors reformed its marketing system in 1997, and got good performance by bringing forward its marketing concept– High Quality, Rich Variety, Medium Price, Good Service, making long-term strategic partner relationship with the agents and applying policies of brand and buy-out dealership.In Part 1 to 3, this research makes comparison of the marketing models in domestic and other countries, points out that when the manufacturers choose marketing models, 5 principles should be followed: continuity, effectiveness, expansibility, progress and adaptability and three major trends of models development should be realized : firstly, there will have various marketing models to coexist in long term; secondly, the models are affected by many factors and changing dynamically; thirdly, the progress of marketing models accords to the economic situation. In Part 4, a frame of how to improve the current Jiangling marketing model is presented with Jiangling's marketing concept change from 4P to 4C, its marketing organizing improvement in diversity of channel structure and dealers'assessment system and its new marketing...