Evaluation Of Choosing Chinese Automobile Marketing Mode On The Basis Of Delivered-Value-System

Automobile manufacturing and Logistics are the two pillars for the auto industry; therefore the unbalanced development between the former two industries will surely bring negative impact to the latter one as a whole. However, due to the bull market being sustained for years, the attention of auto enterprises has been drawn so much to the manufacturing and product, and the systematic research in the domain of Automobile Circulation has been noticeably left behind. Consequentially, the definition for automobile marketing mode has not been theoretically unified, and it varies drastically from one version to another. Since year 2004, the growth of automobile market has been slowing down, and the transformation from seller' s market to buyer' s market has made people gradually realized that 1) both the popularization of automobiles and the improvement of manufacturing are made possible through a comprehensive parts manufacturing and supply chain system, a regulated maintenance system, and a completed service system (for instance, Automobile Logistics, Auto financing and insurance, and Car rental and lease); 2) exploring a perfect marketing mode is the key for the modern auto industry to develop continuously. This thesis contains three sections:Section 1 introduces the objects that we investigate. Based on the tremendous research work that has been done by others in years, we proposed a definition for the Automobile Marketing Mode after a careful review and analysis. The definition consists of 1) the Automobile Marketing Mode arises from the concept of Automobile Marketing Channel Mode; 2) it is the trinity of theory, organization and methodology; 3) this mode reflects how automobiles as a kind of institutional arrangement in the chain of circulation; and 4) it is also a seamless integration of Enterprise Value Chain, Channel Value Chain and Customer Value Chain. After a comparison between marketing mode and marketing channel mode on a conceptual level, we mostly focus on analyzing, both vertically and horizontally, the character of the marketing mode in the western world and the evolution of the marketing mode in China. We also...