It is no exaggeration to describe this year's car market with "prosperous production and sales." According to statistics, the sales and sales of the Chinese car market have been growing rapidly this year. In the first 10 months, a total of 1.5731 million cars were produced, an increase of 82.77% year-on-year, and cumulative sales were 1,507,400, an increase of 67.67% year-on-year. This year, more than 50 kinds of new cars have been introduced nationwide, and the number of new car models in the next year is still as high as more than 40, a substantial increase over previous years.
The Chinese auto market has been recognized as the market with the greatest potential in the world, but the potential purchasing power will become a real purchasing power, and it will take a long time to develop. Due to the rapid increase in production capacity, a large number of new vehicles are rapidly launched, and in addition to the cancellation of quotas, tariffs will be reduced to 25% in 2006, the number of imported cars will increase dramatically, and the globalization of the automobile industry will further accelerate, all of which will make the Chinese car market very Rapidly change from the seller's market to the buyer's market.
Automotive Marketing Enters the Service Age
The reporter learned from the interview that some car manufacturers have realized this problem. Dongfang Yueda Kia Motors Co., Ltd. After-sales service department Minister Gong Juxing told reporters that although consumers are paying more attention to factors such as price and appearance when buying a car, the quality of service of the manufacturers is being paid more and more attention by consumers. In the mature automobile market in the West, manufacturers rarely use price-reduction promotion measures. In addition to a general understanding of the brand, car consumers are extremely sensitive to the pre-sales, sales, and after-sales service levels of manufacturers and marketing service personnel.
Insiders pointed out that automotive marketing has entered the era of service. Experts from the China Imported Automobile Trade Center also predicted that eight changes will occur in China's auto market in 2004. The important point is that the auto marketing model will become more realistic and rational with changes in the supply and demand relationship. Coming soon.
Experts also reminded some auto manufacturers to be alert to dealers' "short-term behavior" because some dealers have the idea of ​​quick success and instant benefit, and some even threatened: "In the past few years, the automobile market has been blowout," he said. Years have been withdrawn.†Such behavior not only fails to create the dealer’s own brand, but also seriously damages the image of the auto manufacturer.
4S shop should be based on service
At present, the Chinese automotive marketing market is setting off a new round of construction of 4S stores. Some of China's 4S auto brand stores have the world's leading level in terms of hardware, but there is a huge gap between the service level and the developed countries. The reason is that people's ideological awareness and management are not in place. Therefore, it is important to build hardware measures such as 4S stores, but the service is fundamental. Obviously, the level of understanding of marketing services by car manufacturers or sales service companies is a necessary prerequisite for ensuring good service. If car manufacturers or sales service companies fail to recognize this, sales will become worse and worse, and market share will decline year by year. No matter how good the 4S shop can not play its due role.
Gong Juxing said that the marketing service system is currently one of the weakest links among Chinese auto makers, but its importance is self-evident. Good pre-sales, sales, and after-sales services are the best ways to cultivate customer loyalty. In the final analysis, the sentence is: marketing services must start from the 'heart'." "Now everyone is saying that 4S is good. What exactly is 4S? In essence, it is a complete set of auto marketing service system, including sales system, service system, and zero. Component supply, etc., runs through the entire process of pre-sales, sales, and after-sales, and ultimately makes customers feel that buying a car is also an enjoyment."
Gong Juxing said that although Dongfeng Yueda Kia's Maxima sedan was only available for one year, it is precisely because of the emphasis on the construction of the service system that Maxima's marketing service network is sounder than some years old brands: 59 standardized 4S stores, A total of 262 after-sales service outlets cover 198 cities across the country. In addition, Dongfeng Yueda Kia also paid attention to the humanity and people-oriented principle in its operation and management, fully mobilized the initiative, enthusiasm, and creativity of outlets' staff services so that each employee of the outlets could maximize their potential. Realize and meet the needs of users.
It seems that the 4S shop has a good hardware, a good car sales environment, but also a series of meticulous and thoughtful service. At this time, the human factor is very important.
As one commentator in the industry put it: The dealer network of a car brand is spread all over the country, and the quality of service is like a star fire. Only the eternal flame of the stars can pave the way to enhance the overall competitiveness of the car brand. And return the dealer more long-term, return consumers.
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