Research On Marketing Capability Improvement Strategy Of Blue Sky Automobile Sales Company

In recent years, with the increasing disposable income of residents, theautomobile consumption crowd expanded gradually, besides, the governmentpublished a series of incentive policies in order to expand domestic demand andfight against financial crisis, as a result, the auto industry entered a period of rapiddevelopment directly. With the high speed development in the past few years, theautomobile industry has entered into stable development phase after the policyexiting, in which competition within the industry gradually intensifies, thenmarketing capability problem of a company becomes obviously important. Themarketing capability deficiency of sales department or sales company in automobileenterprise affect sales performance, profitability and brand image directly, as well asthe long-term development of space and direction.The mainstream of automobile companies has been seeking the breakthrough ofmarketing capability improvement constantly, creating new marketing highlights,and enhancing the market competitiveness of the company to face the intensecompetitive environment. DF-Nissan has established specialized digital marketingdepartment to construct new marketing mode, and achieved prominent result afterrealizing the connection between digital marketing and traditional business ofterminal marketing and brand construction; Toyota has established E-CRB integratedsystem which improved marketing efficiency and service quality resulting from thepotential customer excavation and lean after sale service operation; According todifferent market environment, BMW has developed six channel format to enhance service convenience:4S/5S Showroom, City Showroom, Urban Express Service,Repair Center, Town Express Service and B&P Center, which promoted customersatisfactory greatly.Blue Sky Automobile Sales Company also plans to improve its marketingcapability after realizing this problem, especially when the sales volume pressure isrelatively low because of the production capability limitation in these years, it is thebest opportunity for marketing capability improvement. In this essay, the currentindustrial market competitive environment and marketing capability status of thecompany is primarily analyzed, and then with qualitative, quantitative, comparisonresearch, etc. methods marketing problems and the cause analysis are showed. In theend, with the research and analysis of excellent enterprise in automobile industry andBlue Sky Automobile Sales Company’s own situation, corresponding improvementstrategy has been proposed for comprehensive marketing capability improvement ofBlue Sky Automobile Sales Company, so that this company can strengthen itscompetitiveness and fulfill better performance with optimal status after launch of itsnew factory.This thesis is divided into four parts. In the first part, research background,importance, logic, method and frame structure of the essay are stated. In the secondpart, the development and competition situation in the whole automobile industryand industrial background and position of Blue Sky Automobile Sales Companyare mainly introduced, apart from that, marketing capability status of Blue SkyAutomobile Sales Company is also simply described. The third part mainly handleswith sales organization, marketing policy, marketing strategy and marketing networkto further analyze the existing problems and cause of Blue Sky Automobile SalesCompany’s marketing capability. The last part aims at marketing capabilityimprovement strategy due to its problems. System ability improvement plan, flexiblemultiple marketing policy, creative interactive marketing pattern and four network strategy improvement countermeasures of Blue Sky Automobile Sales Company areproposed.