| The auto industry as a pillar industry of the world economy, has an importantrole in the changes in world economic development. In a few years ago theworld auto factories, GM and Ford automobile enterprises have occupied thedominantposition of industry. In most developing countries, the auto industry hasbecome the national economic development of the vane, largely reflects a country’sinternational competitiveness and economic power. Among them, the car salescompany sales levels has also become an important basis to measure brandvalue. Compared with developed countries, the overall strengthof China’s automobileindustry is still relatively weak, especially independent, joint venture brand sales levelto reach a certainheight, affected the Chinese auto industry sales levels.In this paper, the current situation of China’s automobile industry, analysis of theautomotive industry of network marketing advantages and disadvantages, and thenanalyzes the network marketing platform FAW Mazda status, identify problems andanalyze the problem. FAW Mazda through the analysis of consumer behavior, clearthe basic characteristics of the target consumer groups, car motivation and individualneeds, make recommendations for improvement. Network Marketing model of themain directionof improvement is the organizational structure, operation mechanismand management mechanisms, opportunities center operations as a starting point toenhance the400calls and sales leads conversion efficiency of the network marketingmodel of organizational structure, operation mechanism and management mechanismfor improvement recommendations, improve focus, and promote brand sales.Business center, for dealers to provide a set of cloud-based platform sales process management system designed to help dealers build a comprehensive sales managementsystem, to cover calls to the store, online, events, vendors, third-party and all mannergenerate sales leads, through screening, follow-up, continuous improvement process,and ultimately to promote the conversion of clues to help dealers to complete thetransformation and transaction opportunities to promote action.This paper studies the daily consumer buying process to start, demand from thecustomer to buy the products, comparative analysis between several cars to the Baidusearch for other networks to see the car, to inquire into the company’s official websiteFollow link, by clicking on the various dealers and ask quotations lowest price, or by400telephone consultation can form sales leads, one by one through the salesconsultant and offer clues to track return visits to the shop, as far as possible into thenetwork set off a storefront set-off, through continuous communication to solve allcustomer queries and out confusion, and ultimately to the store and quickly signed asingle mention cars, and then through good word of mouth on the network set toattract more new customers and old customers introduced to form a goodmanagement cycle. From the perspective of headquarters management, we mustalways adhere to an emphasis on work attitude, to help dealers to establish along-term working mechanism. Attention to the operation of the marketing platformto use, easy car network utilization, car home and other professional agency’s trainingresources, regular regional managers and front-line distributor sales consultantscounseling and guidance, to explain an effective sales lead management mechanism,the formation of the regional good practices, and regular meetings of the major areasof exchange of experience, so that every one of FAW Mazda sales consultant withinthe system have paid attention to network marketing, they like and are good atnetwork marketing, network marketing model to ensure sales for the entiredepartment play a greater role in supporting. |
