Study On The Automobile Marketing System In China

Since China joined WTO, by means of joint venture, almost all the transnational automotive corporations have speed up their steps into the Chinese market. Chinese automobile market shows a new competitive layout which presents two noticeable trends: globalization of domestic enterprises and localization of international enterprises. The commitment which is involved during the WTO negotiation includes: tariff cut, openness of non-tariff barrier, the permission of the foreign capital into the domestic automobile service sector. There exists presently a huge gap between the Chinese automobile marketing system and the international system. How to establish and improve the automobile marketing system in China has become a tremendous challenge and task. The author thinks that the successful marketing experience should be well appreciated and we should draw upon the experience of developed countries in our own automobile marketing activities. It will attach a great importance to establish an automobile marketing system with Chinese characteristics and in line with international practice.Under the guide of marketing theory and services marketing theory and comsumers behavior theory, in terms of automobile marketing philosophy, distribution channel mode and marketing means, this paper compares and analyzes the state of development, characteristics and actual gap between the domestic and international automobile marketing system, discusses the new development tendency of the international automobile marketing system; and analyze the related link value in the automobile industry value chain, and helps the enterprises recognize the profit opportunities in the downstream activities of the automobile industry. With the marketing system changes of the FAW-VW as example, this paper discusses the differentiation marketing stratagy, marketing means and related practice to promote the core competitiveness; analyzes the main influencing factors of the Chinese consumers' demands and purchasing behavior of the Chinese car consumers. Finally this paper introduces main viewpoint, which pays close attention to customer life value, modern customer-oriented marketing philosophy, diversified distribution channels, and marketing means, with which the new Chinese automobile marketing system with Chinese characteristics and as well as in line with international system should be constructed.Chinese consumer behavior trends to be rational and mature. As the ways to know the car product information go rich, and the consumers know much more about cars than before. The factors, which influence the consumers' demands and purchasing decision, expand from product price, quality and performance to resident income, consumption policy, consumption circumstance, consumption intention, payment mode, automobile sales service and brand image.The Chinese automobile enterprises must pay more attention to car service. With the consumer life cycle theory and auto value chain theory, the Chinese automobile enterprises should foster the life service thought, and focus on the profit opportunities...