| In the past ten years, China’s auto market has experienced a development stage, in theChinese automobile industry flourishing, at the same time, the automobile marketingenvironment also changes, changes in domestic market competition into theinternationalization, nationalization of the international market competition, the traditionalmarketing will face the new challenge. Popularization and application of high-tech, newpattern of global economic integration, the strong integration of resources, caused the mostprofound changes since the dawn of the automotive industry. From the point of view ofautomobile market environment and industry environment, the new era of Chinaautomobile market will focus on the vehicle information service industry development.This paper intends to in depth analyze Chinese general motor Onstar InformationService Co. Ltd. as an example, the operation mode, the profit mode and organizationframework, personnel recruitment and training and other specific details of the operationwere reviewed and the diagnosis, according to the development characteristics of thevehicle information service industry, put forward some of company level and expanding tothe vehicle information service industry leading ideas and suggestions at the same time, toexplore the entire industry development trend in China, extraction from whole industrybest practice to give reference to the. This paper suggests practical significance is mainlyreflected in the following two aspects:1) focus on the entire automobile service value chain, precise positioning of TSP(vehicle information service provider) and between the upstream and downstreamdistributors and OEM customer contact, for vehicle plant can make its own characteristicsof the service as a core advantage vehicle factory sales of vehicles, to interact withcustomer data can provide the vehicle plant used as reference data for vehicle research anddevelopment, such as vehicle driving habits, customer feedback, in addition such ascustomer vehicle maintenance data, vehicle life cycle management are marketing data forthe downstream distributors is very valuable. TSP through its positive and downstream of the interaction between, thus pulling the entire auto industry value chain to consumersoverall assault omnidirectional coverage, for large brand marketing to set the tone, such asSAIC Group owns the Shanghai Volkswagen and Shanghai GM two domestic top2carmakers, and focus on the logistics, repair the major Service Corporation, sales, service,A Yoshihoshi in the middle can play service integration business as well as the role offront-end and back-end platform integration window2) starting from the customer demand, the implementation of customer segmentation,change the original mode of marketing and management, marketing and customer tocustomer can be differentiated maintenance strategy, can help companies better understandcustomer, market, product, service, timely understanding of the needs of users, thecharacteristics of the user, truly realize “intimate services”. Now after80after90hasgradually become the main force in the era of automobile consumption, their consumptionhabits need to be interpreted, customer application habits due to the development of mobileInternet technology, has been from the indoor single terminal computer development to theoutdoor whenever and wherever possible through various terminal mobile Internet demand,part of a car as life is very important, a the whole area is mobile Internet share very weak.Customer needs through the mobile phone to book air tickets, know the weather, to theoffice, keep the real-time communication with friends via QQ, shooting and the real-timeshare in micro-blog via mobile phone, all this, they all hope can do it in the car. Thus,innovative cooperation with third party service providers, with the help of mobile Internettechnology and related technology, the enhancement of existing driving experience, oreven completely change the existing driving experience are discussed in this paperdirection... |
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