Research On Strategies And Status Of Automobile Sales In China

After years of development, China has become the world's second largest auto market, car sales with an annual output of nearly 10,000,000. How to improve the ability of automotive marketing has became a key factor to promote the development of China's automotive industry, and the competitiveness in the world market. Focusing on consumer value and market competition, putting the marketing strategy as a business leader, building a market-oriented business strategy in China is a viable and right strategy to promote the healthy development of today's automotive enterprises. Automobile sale in China has become corporate strategy and core competitiveness, the study of China's auto market situation and response is of great significance.In this paper, the currently existing problems, the internal and external environmental factors of the vehicle marketing are in-depth analyzed from each link, combined with the corresponding link in the manufacture process. The solution to these problems and improvement measures for car sales in China are proposed.The specific content and conclusions of the study are as follows:①China's car market situation, development and challenges that China's automobile industry faces in the context of economic globalization, were discussed and summarized.②In view of the manufacturer existing problems, such as: severe overcapacity, weak independent development capabilities, scattered in the automotive industry, industrial chain short, small-scale enterprises, high production costs and other issues, The paper suggest that, to strengthen production management, strengthen internal operating mechanism and management of corporate culture, improve product quality and the formation of building world-class enterprise management strategic objectives, the management team and management mentality and a series of effective measures.③In view of the problems such as: the quality of the marketing team that exist in the automotive marketing links, automobile manufacturers and terminal vendors ability to match the marketing, problems in marketing management, brand shaping issues, automotive marketing services to existing problems in marketing mode problems , over the price war and other issues, put forward the following manners: strengthen the marketing of automotive customer relationship management, exhibition development and implementation of services, automotive marketing model of rational choice, diversity marketing distributors to choose, two-brand strategy and a series of measures for strengthening Automotive marketing management, and promote the automotive industry, rapid and sound development, which have positive meaning.In this paper, through the research of the above-mentioned typical automobile manufacturing and maintenance enterprise, analysis of the impact of automotive business development marketing factors and the corresponding response. It has some reference value for the manufacturing, marketing companies currently engaged in China's automobile industry.