Research On Changan Automobile (Compact Passenger Car And Truck) Internal Coordination Marketing

In a highly competitive market, how an enterprise win customer and create customer will depend on how the enterprise improves its marking strategy. We all know that customer is the foundation of an enterprise; it is also the life source for the surviving of an enterprise. An enterprise will grow only if it meets the customer's demand.There is a story about blind people touch an elephant. A couple of blind people wanted to know what an elephant looks like so they went to touch an elephant. They touched different part of the elephant so they drew different conclusion on what the elephant looked alike. Customer is the life source of an enterprise's operation, but each department of an enterprise touches different part of the elephant; production department has its own view of customer demand from production perspective; product design department has its own view of customer demand from design perspective. Many executives only focus on finance and shareholders interest. They are all a pile of abstract data. Each department has its own understanding from its own perspective, which could be very different from each other. They all believe that they are working on the same object but in fact they are pulling the enterprise to different directions. Thus, the efforts are not pulling together but likely contradict each other. This presents a challenge on how to develop the marketing, organize internal coordination and how to make a joint effort on the marketing. This article is to research the above topic and propose a new marketing strategy - internal coordination marketing. Currently this is the most advanced research, which is developed based on internal marketing and system development theory. This article defines the strategy based on a real case study.Based on the above theory which gives a strong theory support, this article analyzes the Changan automobile's current marketing strategy and develops a model for Changan automobile internal coordination marketing. Based on the framework of the model, the article proposes a three dimensional framework: internal coordination marketing as foundation, information coordination as basis, department communication as bridge. This article uses product design department as a study for the research on the department coordination. This article also performs research on enterprise organizational restructuring, business culture development, human resource development, relationship, responsibility and rewarding. The information coordination research is conducted from the aspect of data collection, data sorting, analysis, delivery and response, etc. The department coordination research is conducted on environmental, structural, process and production three aspects. The case study is to use the product design department as an example for the research.This article acknowledges the fact that an enterprise may have limited resource and ability. Based on this fact, this article proposes an internal coordination marketing strategy based on creating customer value and reaching the goal of adding value and customer satisfaction.