The Research Of China's Car Manufacturing Enterprise Marketing Mode

Car industry has become a pillar industry in China. In the current situation of the international financial crisis, China's car industry is not only being challenged, but also facing with hundred-year opportunity. China's GDP per capita has reached the threshold of cars to enter ordinary family, especially in the eastern coastal cities, cars have been a gradual shift from the former luxury to family consumer. Almost all the international car manufacturing giants have adjusted their market strategy, which make the China the most important market of their market strategy. At the same time, domestic brands have begun to flourish. It can be predicted that a car industry storm should be coming in our country.Marketing mode is the core and key factor of the marketing activities of car manufacturing enterprises, and to build a scientific and rational marketing mode is an important part to support marketing mode's efficient operation. In this paper, with research on previous achievements, the author re-define the marketing model of car manufacturers based on modern marketing theory, market environment analysis theory, value chain theory and channel management theory. With combination of car manufacturer marketing value chain decomposition, the author applies the marketing value chain theory to analysis of car manufacturer marketing mode. In this paper, the author combines the theoretical analysis and empirical research method, makes argumentation from the four aspects:this paper points out the current main problems of China's car marketing mode through comparative analysis of car marketing mode at home and abroad; By analyzing the marketing environment of China's car market, this paper proposed the development trend of China's car marketing mode; Through analysis of the marketing value chain and determined the developmental direction of China car manufacturing enterprise's marketing mode, this paper points out the marketing value-added activities in China's car market; The author conducts empirical research through analysis on the changes of marketing mode of Shanghai Volkswagen Automobile Co, Ltd. Finally, this paper improve and innovate marketing mode of China's car manufacturing enterprises, combining with Shanghai Volkswagen's innovation in marketing mode to provide reference.