Research On China's Automobile Marketing Mode

The 21st century is an era China's automobile industry experiencing rapid development and China's auto businesses facing marketing competition full of opportunities and challenges. With all the well-known nine international Automotive Group including General Motors, Toyota, Ford, Volkswagen, Daimler-Chrysler, Renault-Nissan, BMW, Honda, Peugeot-Citroen entering China, and China's auto market has become the second-largest auto market after the United States. The marketing environment of China's auto market also faces a major change - globalized competition in the domestic market, international competition adjusting to domestic market, the traditional marketing methods facing new challenges. At the same time, the development of a new pattern featuring the promotion and widespread application of Internet technology and integration of the global economy and competition Sans Frontiers will definitely lead to the most profound changes to marketing industry since the birth of industrial societies.In order to adjust to the increasingly fierce competition in the market and to gain the initiative in the future competition, we must learn from the international successful experiences, and then, in light of China's automobile industry and the actual situation of the automobile market, explore for the industrial businesses the marketing model and the network which is in line with both the international business practices and China's national conditions of the automobile. This requirement is not only important but also very tight.Marketing mode is the core of the soul of the entire enterprise marketing system, therefore establishing a scientific and rational marketing mode is the key to support efficient marketing system operations. In this paper, the marketing activities of China's auto market are research objects. The author, using modern marketing theory, the organizational reform theory, business competition theory and channel management theory etc. makes a research on marketing models based on the post-transition era of China's auto market after its accession to the WTO and puts forward that only through the continuous innovation of marketing mode can China's auto enterprises improve the competitiveness and create sustainable competitive advantage. The third chapter introduced the connotation and features of marketing mode, and defined the content and the connotation of the automobile marketing mode. In addition, through the comparative analysis of the current situation of domestic and foreign auto marketing models, the author pointed out the main problems of China's current marketing mode. Chapter IV pointed out determining factors of China's automotive marketing mode selection on the basis of Chapter III and proposed selection standards and principles and selection methods. Chapter V with application of car marketing mode-related theories analyzed the problems and the reasons of H Company's marketing mode, and proposed the improvement measures for mode for it.