The Research Of RH Group Automotive E-commerce Sales Model

With the development of information technology, the auto industry to the traditional 4S shop as the leading sales pattern already can not adapt to the development of the times, foreign car manufacturers have adopted the form of electronic commerce, not only most parts procurement done by electronic procurement online platform, is more established internet marketing system to expand automobile sales channels, phase contrast automobile, electronic commerce of our country is still in the stage of Internet research and utilization of Internet marketing.Because our country business operation circumstances, the construction of the implementation platform, with the western level is different, therefore, its excellent technology, implementation method based on, through the comparison of horizontal intra industry, with RH group business sales were studied, to provide the basis for better enrich and improve the level of China’s auto industry deep electric theory.This paper selects RH group business sales model as the main line of analysis and study, to base and sales theory for the wings to support business, expatiates the application of e-commerce technology in the domestic auto industry, introduces the current situation of vehicle sales situation, puts forward the difficulties and challenges in the electronic commerce sales development, around the building and the form of e-commerce sales platform, using a variety of ways to promote the site to carry out promotional activities, the interpretation of the group will be applied electric theory to promotion of actual sales, through horizontal comparative analysis of the situation of internal electric automobile industry in China, combined with the RH group’s resources and advantages, guidelines for RH group to the automobile service park based on, auto 4S shop, "O2O" online offline combined direction development,difficult to find out the pattern, strategy implementation in application, upgrade sales model to provide safeguards for the RH group, improve the management method.This paper expounds the electric pin mode of RH group and its strategy in six chapters, of which third to six chapter are the main part of. Specifically:The first chapter is the introduction part includes the research background and the research significance, analysis that car sales in China are good prospects, but sales predicament heavy, need to explore new sales model of automobile electronic business.The second chapter mainly indicates the electronic commerce and the car of e-commerce sales model, establishes the theoretical foundation of dealer sales of the RH group.The third chapter mainly introduces the development of electronic commerce in our country, the status quo of automobile electronic business sales analysis, illustrate the problem of automobile electronic business in our country exists in a series of aspects, the Internet as a platform for the future development direction is the effective way to reform.The fourth chapter is the e-commerce sales model for rational planning, in theory to guide the car under e-commerce sales model, combined with RH group website promotion feasibility analysis, and puts forward the main methods of integration.The fifth chapter points out the concrete implementation method of RH group automobile electronic commerce, not only expounds the situation and implementation procedures, and from multi angle, all-round, diversified performance evaluation index of operation organization, find the advantages and disadvantages.The sixth chapter puts forward how to guarantee the RH Group Automobile Electric Sales measures.Through the study of RH group business sales model is adapted to the development of enterprises, faced with many difficulties and challenges in the course of implementation, so the automobile enterprises should seize the characteristics and superiority of network platform, construction of an electrical pin mode according to the actual development, the electric pin guiding China’s automobile industry actively,steadily to achieve leap forward.