| The paper takes the background which the automobile manufacture enterprise faces after China joined WTO as a beginning. The paper contrasts the management mode of regional market of several overseas automobile manufactureenterprises.Then, we combine the contrast with the situation of China's management of regional market. The major research content is as following:Chapter 1, introduction. The paper outlines questions brought by joining the WTO. The production of automobile in China has the potential, but the automobiles'saling and the servicing market as another big market actually develop slowly. Therefore, there is really an urgent problem needs to be solved by the auto industry .That is to establish a marketing channel system according to market operation rules, to implement the effective management of the channel and the regional marker, to enhance the channel and the service control.Chapter 2, the concept and related theories of the mode of regional market management. From the region market to the management of regional market and to the management mode of regional market , the paper defined this article's content gradually: one is the organization of channel in regional market, another is the sale management of regional market and the service management. In view of the research content, the author carried on the review and the thorough excavation with the marketing theories which were related.Chapter 3, the contrast and enlightenment of overseas automobile manufacture enterprises'mode of regional market management. As a result of the national condition difference, the different country in thedifferent development time, the mainstream channel pattern and the management mode of the regional market are incompletely consistent. It is important to use these automobile industry giants'advanced mode of marketing for reference. The author through the characteristic of the regional market, the channel of the regional market and the management of the regional market to carry on the analysis of American, Japanese, the European automobile manufactures enterprises .(1) The mode of regional market management of American automobile manufacture enterprises.U.S. is the biggest auto market in the world, also is one of the most competitive markets. It's channel form is: the producer– the sale subsidiary company - agents - customers. Along with the maturity of American automobile market, the dealer's service is more and more integrated. The dealer's scale expands, the quantity reduction. The American automobile companies contral the regional market through the contract, the lawsand regulations, the personnel.(2) The mode of regional market management of Japanese automobile manufacture enterprises.Japan is the second big auto market in the world. It's playing the vital role in the growing of the national economy. Along with the popularization of auto , the production scale extend rapidly. It's channel form is: the producer–independent dealers– retail stores–customers; direct distributors(factory invested) - retail stores– customers. In the supply and the service aspects in regional market, Japan has established the world first-class servicesystem.(3) The mode of regional market management of European automobile manufacture enterprises.Europe is an opening, antiforeign market. Its channel fotm is: The producer– first agents– second agents - customers. Compares with Japan's post-sale service system, servicing of Europe's automobile is one kind of tendency.Chapter 4, the discussion of management mode of Chinese automobile manufacture enterprises. This is the key chapter. In the foundation of the theories excavation, the article makes a research of managenment of different regional markets, putting the standpoint in the construction and management of channel of regional markets. The paper through studies of management mode of regional marker of U.S., Japan and Europe, finds out a suitable way to manage the regional market.(1) The analysis about characteristic of the regional market of Chinese enterprises.Our country automobile industry marketing system has experienced the planned economy to market economy reforming, by public, commercial trend individual private use sale objecttransformation. Recently, along with the Chinese economy fast growth, the Chinese automobile manufacture enterprise presented the production and marketing fast growth in regional market.(2) The analysis about channel in the regional market of Chinese enterprises. The multi-channel multi- networks sale system is the result of our special national condition . Along with the development of automobile industry, especially the auto market changeing from the seller market to the buyer market, buyers change from the government money primarily to personally buyers. This kind multi-channel, themulti- networks sales system appeared the contradiction which cannot be avoided. Therefore, the article gives advises about channel establishment .(3) The analysis about managing and controling the regional market of Chinese enterprises.Choosing agents is an important tache in a channel system. It is one of the most important factors in managing and controling the regional market.Because of the multi-channel and multi- networks, the producers'abilities of controling agents is very weak. The author gives advises about the problems that producers facing in dealers management. |
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