Study On The Construction Of Marketing Information System In Automobile Manufacturing Enterprises

The competition among enterprises bases on the respective development and possession of capital, technology, personnel and information resources. For enterprises, the full analysis on information from the terminal market, develop accurate and objective feedback, are strong foundation of enterprises'decision, pay attention to marketing information is a sign of maturity for enterprises. If enterprises can not access the systemic and continuous information, the decisions will lack a solid foundation, even contrary to reality, it will lead to failure. Marketing management includes analysis, planning, doing and control, analysis is an important aspect of marketing management. Throughout the process of marketing management, analysis, planning, doing and control will be regarded as four independent but cooperative work systems, analysis function support planning, doing and control functions to give information to them, is the main function of marketing information. The system of marketing information will provide adequate information to planning system, doing system, control system. Automobile manufacturing enterprises must strengthen the function of marketing information to increase their competitive strength. So many domestic automobile manufacturing enterprises have set up specialized trading companies, in which the function of analysis has made more and more benefit.With the rapid development, the environment has happen more changes, automobile market has become a buyer's market, and the fundamentally different between buyer's market and seller's market is the changes of station between enterprises and consumers. The right to choose product or service has shifted from enterprise to customer. Customers have more information, more carping and more difficult to meet. If enterprises want to get survival and development from the fierce competition, it is must to effectively meet customer value, to improve customer satisfaction levels. Meanwhile, as a special commodity, enterprise value reflects the level of recognition to the product or service of market, and the expectations of enterprises'long-term development and value-added potential. For any enterprise, it is a goal to obtain long-term survival and development. It is prerequisites to achieve the strategic object. From 1990,the exaltation of enterprise value has became the most important strategic goals.Customer plays a crucial role in the process of modern enterprise development, but with weaken of difference among price and products, traditional differences strategy will grow weak. It has become the biggest problem troubled automobile manufacturing enterprises to attract customers and to achieve the steady development. On the basis of thinking of"customer value creation and enterprise value elevation", balance between the goal of attracting customers and the growth of enterprise, it will bring a new vitality to China's automobile manufacturing enterprises. Therefore, marketing information systems of automobile manufacturing enterprise should base on customer value creation and enterprise value elevation, improve their own marketing information system functions to get realization of customer value and the value of enterprises. In the process of designing about function of marketing information, customer value and enterprise value should be focused on, based on the analysis about customer value and enterprise value, planning indicators'framework of marketing information system. Considering the marketing information's characteristics of automobile manufacturing enterprises, the following system of indicators is structured:In the marketing system of automobile manufacturing enterprise's trading company, the running of plan, doing and control is based on the analysis about internal daily data and external daily information, the function of information system is to support plan, doing and control systems. To implement marketing information system work, automobile manufacturing enterprises'trading company should set up investigation department, which will cooperate with other relevant departments. By completing specific investigation and analysis to work for the plan system, doing system and control system, thus to realize the whole information system functions. Realize the support functions to the company and other departments by completing specific reports.According to the requirements of actual work, the jobs of investigation department should include day-to-day marketing operations report, short-term marketing situation analysis report, the long-term marketing situation analysis report, and some special investigation report such as research of new products, regional expansion, image planning. The functions of marketing operations report is the report which will be delivered to leader of the company and other departments, it is a report about operating the daily marketing information. The main contents of the report should include internal daily data analysis and external daily information analysis. According to difference of indicators, the internal daily data analysis should be delivered by shortest day cycles, external daily information analysis should be delivered by shortest week cycle, According to which the marketing report should be divided into the day report, week report, month report, three-month report, six-month report and year report.Study on the construction of marketing information system in automobile manufacturing enterprises needs not only the knowledge about marketing, but also the understanding of actual enterprise. The decision of enterprises is affected by many factors from different fields. Marketing information system should base on the practical circs of automobile manufacturing enterprises, to let marketing information system run in practice.