Last revision on 21 December 2020
Foreign automobile marketing mode rare reference to the research for the automobile marketing mode, and also rare. After the existing data collection and found that foreign automobile marketing mode of literature concentrate on franchising (4S monopoly) in the field. John S Kiff (2000) view is that the car manufacturers, franchise model represents a low input, low-risk and control channel for the market. Franchise mode on the car because franchisees have many requirements, such as the minimum level of sales and service capabilities. Car manufacturers do not need to sell part of investment capital and management, these tasks borne by the dealer. Johny K Johansson McCrane / shaker (1998) that the franchise model is the most important features of manufacturers and distributors from the "zero-sum race" into a mutually supportive relationship between the "win-win" relationship. Abell, Mark (1993) found that consumers store to buy a car through the license, especially high-end cars, not only the purchase of the product itself, but more
importantly a symbol of status, peer recognition and the reality of man's spirit so that if The expensive high-end cars with poor car market crowded together on the show, will greatly reduce the value of the former. On automobile marketing mode, many of our scholars from different angles, using different methods to make their respective contributions, mainly in the following areas: Sized Enterprises Jiang-hui, "Multinational Automobile Marketing Models" (2004) proposed: the current mode of the general framework of the car market is divided into three main elements: marketing ideas, marketing organizations and marketing. Construction of the network from the marketing point of view, the network marketing model into construction mode, and network by network models and patterns; from the marketing organization's point of view, the agent system into marketing mode, auto trading market system, distribution system of licensing, multi-brand specialty forms, etc.; from the marketing point of view, the agents and direct marketing model into other ways. Hanxue Chun in "System of China's auto sales and auto sales market structure model" (2002) that: a reasonable model would be automotive products as the main distributor for the leading all aspects of service features, the user at
the core to the Automotive enterprises, automobile products (vehicles, parts and components), car dealers, car product users, car repair services, auto finance services, car insurance services, and business management together. He Jihong Yu country side and the "Reform and Reconstruction of automobile marketing mode," (2006), the proposed guidance based on ecological theory, marketing models of new cars: car sales Ecological Park. The park, car manufacturers, dealers, consumers and stakeholders to realize the value of the transfer and for the purpose of forming a value chain and value network, build a "living system" the interests of the community. WANG Yi Jun Wu submerge cases and the "development pattern of China's auto sales model the dynamic features of analysis" (2005) to construct a development pattern of China's automobile marketing mode of the system dynamics model, marketing model analyzes the dynamic evolution of various characteristics, and prediction within the next few years, China's overall vehicle sales model pattern trends. Mu Xiaoli and Li Yuan in "emerging automobile marketing mode," (2002) presented a paper on Cultural Marketing Model: Dalian University of arrest and Zhoukuai Bin Yu Duo also "E-commerce will be applied in the aut
上海 汽车销售omotive marketing" (2002) article, detailed analysis of the e-commerce applications in the automotive industry opportunities and difficulties, and e-business transformation of Chinese auto industry made a preliminary study. Bear Country Dr. Qian Zaiqi thesis "based on the value of transferring the system mode selection of the Chinese car market evaluation" (2006), the use of fuzzy comprehensive evaluation model, from value creation, value added, value delivery and value of collaborative 4 categories 30 transferring the system to establish the value of indicators competitiveness evaluation index system of the car on the five main marketing mode were evaluated. In summary, the present theoretical model of vehicle service marketing research is lagging behind, the discussion on the practical level, more, there is a certain lack of theoretical depth; from a local point of view of many, but a comprehensive systematic infrequent. The rapid development of practice, an urgent need for our automotive service marketing model features, performance and its future pattern of running in-depth, Ji Tong analysis and research, so as to China's automotive industry to provide the sound development of the future theory of Jian Yi Zhi Dao and useful.
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