Research On Customized Marketing Of Luxury MPV Based On Value Chain Reconstruction

Customized marketing is an important method for Chinese vehicle production and manufacturing enterprises to efficiently handle the relationship between production and market.The market demands can be effectively mastered,inventory costs can be reduced and capacity planning of production departments can be reasonably arranged through the order management so as to concentrate advantages,allocate resources and plan the enterprises' production and operation in a rational and targeted way.However,in the researches on customized marketing for automobile,very few researches were from the perspective of value chain theory.It is of great significance to investigate and apply value chain theory to guide the customization of luxury MPV and to implement specific practice for customized marketing,which would undoubtedly promote the individual,flexible and intelligent manufacturing of automobile manufacturing industry,and also improve the competitive advantage of automobile manufacturers in market.Firstly,the background,significance and purpose of research on customized marketing of luxury MPV based on value chain theory are discussed.Secondly,theories related to customized marketing and value chain are summarized,in which the connotation of customized marketing and development of value chain theory are investigated specifically,the background and steps of value chain reconstruction are also concluded and summarized as the theoretical basis for follow-up study.Thirdly,the current status of the market development for luxury MPV is summarized;PEST(politics,economy,society and technology)analysis is applied to analyze the marketing environment of luxury MPV.Then the characteristics of customers for luxury MPV are analyzed and concluded based on the market survey data.Fourthly,with the Fujian Benz as the case,it came up with the existing problems of Fujian Benz Company in value chain links based on analysis of company profile,organization structure,core products and current situation of value chain,and customized marketing is established on the basis of value chain reconstruction.Fifthly,this chapter puts forward the process and business model based on value chain reconstruction for Fujian Benz luxury MPV customized marketing,try to analyzes the gratifying changes of Fujian Benz customized marketing due to value chain reconstruction,and from those three aspects to ensure the implementation of Luxury MPV customized marketing based on value chain restructuring as following:strengthening network and information system infrastructure construction,change and adjustment of organization and process,training and introducing professionals.In this research,the literature comprehensive analysis method,case study method and market survey method are integrated,related theory of value chain and customized marketing are combined,a targeted optimum scheme for customized marketing of luxury MPV is designed with Fujian Benz as the example,and additionally the corresponding implementation strategies are proposed.In the future,integration and collaborative operation between collaborative enterprises of the whole value chain during customized production shall be further studied.