Research On The Reconstruction Of Overseas Marketing Value Chain Of Chinese Auto Companies Under The Background Of Network Connection

In recent years,driven by the integration of economic globalization and rapid technological development of world automotive industry,the automotive industry is facing four development trends:"Electrification","Connectivity","Sharing" and"Globalization".Connectivity makes a vehicle become a big mobile and intelligent terminal like a smart phone,it has been not only applied into the industry firstly because it's the prerequisite for the realization of car sharing,in addition,but also popularized widely because it doesn't need to make large-scale changes to the internal structure of the vehicle like electrification.The characteristics of connectivity,such as service scenario-based,resource sharing and data capitalization,enable connectivity to effectively match with business problem analysis,business model construction and business strategy implementation.Therefore,connectivity has been widely studied and applied by more and more domestic and overseas automotive enterprises.Nowadays,under the background of international development,the prominent problems of Chinese automotive enterprises mainly consist in the overseas marketing,especially the effect of overseas marketing value chain has not been improved and the bottleneck has also not been broken through.The arrival of the connectivity era provides Chinese automotive enterprises who are devoting themselves to achieve further development in the global market with some new opportunities.On the basis of handling the basic theories and thoughts of marketing value chain,this paper takes SAIC MOTOR,a well-known Chinese automotive enterprise,as an example to clarify and analyze the structure,effectiveness,problems and causes of the current overseas marketing value chain:the current overseas marketing value chain takes vehicle product as the value center,it features a top-down vertical transfer structure,which includes OEMs at the top,overseas sales companies/exclusive agencies and dealers in the middle and overseas end users at the bottom.Its results reflected several marketing bottlenecks such as the poor sales performance,low profit,weak brand awareness,etc.And the bottlenecks origin from three problems:overseas product layout,overseas distribution channels and overseas customer relationship.The research conclusion is that based on the current overseas marketing value chain structure,the value distribution of the subjects,which is dominated by OEMs,is the fundamental reason of the occurrence of such problems and bottlenecks in the overseas market for Chinese automotive enterprises.Taking the reference of the SAIC MOTOR's successful experience in reconstructing the marketing value chain in the domestic market,this paper puts forward the basic ideas and principles of reconstructing the overseas marketing value chain by using the operation mode of connectivity:based on the three connectivity characteristics(service scenario-based,resource sharing and data capitalization)and in accordance with the principles of user interest,resource exchange and profit support,the subjects and their operation relationship in the overseas marketing value chain are redefined.In this paper,a circular value transmission framework-connectivity ecosphere,which is composed of automotive product providers,connected mobility services providers,connectivity ecosphere partners and overseas end users,is built with the scenario as the value center so as to solve all marketing problems and bottlenecks in the traditional overseas marketing value chain.In conclusion,the research on the reconstruction of overseas marketing value chain of Chinese automotive enterprises under the background of connectivity not only enriches the new application scenarios and theories of marketing value chain,but also forms a new methodological tool for Chinese automotive enterprises to break through overseas marketing.