Research On Competitiveness Evaluation Of Auto Sales Based On The Philosophy Of Nine Varieties Of Ground

The 21st century has witnessed increasingly intensified competition among automobile enterprises. After the international financial crisis, the Toyota Group has become the world’s largest automotive manufacturer. In China, different automobile enterprise groups are also actively responding to the ever-changing domestic and global environment. As the competitive situation changes all the time, the related literature of automobile enterprise competitiveness is also growing. However, those literature materials often focus on the perspective of dealers, marketing and brand, etc. This thesis discusses auto sales as a project process, a new hypothesis concerning this field. In addition, this thesis provides guidance for the construction of competitiveness evaluation index system of auto sales by probing into the philosophy of Nine Varieties of Ground in The Art of War.The existing problems and defects in the process of auto sales can be found through the competitiveness evaluation. At the same time the discussion and analysis of the evaluation results can be helpful for suggestions to promote the competitiveness of auto sales. Based on the philosophy of Nine Varieties of Ground and focusing on the competitiveness of auto sales, the thesis makes in-depth study, which integrates different viewpoints of experts, scholars and sales employees. This thesis sets up an analytical framework of "market maintenance ability of Auto Sales, department coordination ability of Auto Sales, sales logistics management ability of Auto, the key marketing ability of Auto Sales, marketing alliance ability of Auto Sales, market segregation ability of Auto, localization ability of Auto Sales, risk prevention capacity of Auto Sales, sales team management ability" and constructs a preliminary evaluation index system according to 23 indices including expanding aggregate demand and maintaining the market share, etc.After constructing the preliminary evaluation index system, the thesis conducts a survey through questionnaires and applies SPSS software to deal with related survey data. Finally we came up with a comprehensive and reasonable evaluation index system. The competitive advantage evaluation method and model are established through the analysis of research content and comparison between different evaluation methods, which provides support for the subsequent applied analysis.9 domestic automobile enterprises are chosen to fill in the questionnaires, and their competitiveness of auto sales are sequenced based on the competitive advantage evaluation model. According to the barrel theory and the philosophy of Nine Varieties of Ground, the advantages and problems of different enterprises in the process of auto sales are identified, and the causes of those problems are analyzed in order to improve the sales competitiveness of enterprises.