1. The globalization trend of the automobile industry chain has accelerated the merger and reorganization of enterprises and changed the globalization of the auto industrial chain of division of labor and cooperation. It is reflected in the use of global resources by automotive multinational companies to realize investment, development, production, procurement, sales and after-sales services. The optimized configuration to meet the needs of different environments and market preferences in various regions of the world. The result has led to a series of far-reaching changes.
â— Changed the traditional way of resource allocation that mainly depends on the country.
â— Changed the competitive landscape of the auto industry and accelerated the process of corporate reorganization and globalization.
â— Changed the vertically integrated industry division system. The entire automobile company and parts and components enterprises are showing a trend of separation. The vehicle companies purchase supporting parts and components globally as needed, and the parts and components companies provide supporting parts and components services to global vehicle companies, forming a new specialized division of labor and collaboration model.
â— Changed the national automobile industry development strategy and related policies, understood its comparative advantage from a global perspective, and then adopted a comparative advantage strategy and an open competition strategy.
2. After China's accession to the WTO, the integration of China's automobile industry into the global automobile industry chain will be significantly accelerated. After China's accession to the WTO, China's auto industry will have a favorable policy environment and development opportunities for integration into the global automotive industry chain. In order to enhance the international competitiveness of China's auto industry, the country will adopt policies such as helping the superior and encouraging the joint venture and cooperation.
China's entire vehicle company focuses on FAW, Dongfeng and SAIC's three major automotive groups, focusing on improving international competitiveness, and has increased the intensity and pace of joint restructuring, such as the cooperation between FAW and Tianqi.
The large-scale joint reorganization of China's vehicle companies and the strong intention of global procurement are aimed at reducing production costs and improving product quality. This breaks the existing supporting system structure and creates separate and independent restructuring and reorganization of parts and components companies. Conditions. In addition, due to the good growth and huge demand potential of China's auto parts market, it attracted many parts and components multinational companies (such as Delphi and Bosch in the United States) to invest in China, which also created the integration of China's auto parts companies into the global supporting system. Opportunities will enable parts and components companies to realize the large-scale production of global vehicle companies under the premise of specialization after joint reorganization.
3, the existing marketing service system, it is difficult to meet the survival and development needs of China's auto parts industry
The existing marketing service system for China's parts and components industry is based on the leadership of each vehicle company. For example, Shanghai Volkswagen's self-built parts and components supporting system has more than 400 companies in more than 20 provinces and cities throughout the country; its car aftermarket repair parts market is also mainly through special sales and special service stations for marketing services. This kind of independent and closed marketing service system is not only difficult to adapt to the globalization and survival needs of the parts and components industry, but also makes it difficult for all vehicle companies to concentrate on the whole vehicle and expand their main business.
Separation and independence of vehicle companies and parts and components companies is a general trend. If the vehicle company no longer dominates the marketing service system for the parts and components industry, can auto parts cities throughout the country take on this responsibility? I think it is difficult because the role of the property manager is to create a parts distribution market rather than a well-known accessories dealer. Its supply model, delivery speed, shop-style transactions, marketing information and service awareness can not meet the needs of customers. It is difficult to establish a brand, eliminate fake and shoddy products, and it is difficult to respond to Delphi, Bosch and other multinational companies taking advantage of strong brands, strong strength, and mature experience to seize the two marketing services of China's complete vehicle accessories and maintenance accessories.
It can be seen that we need to re-establish the marketing service system for the parts and components industry in order to gradually seize market opportunities and master end-users within the period of 3 to 4 years during which we gradually liberalize the automobile service trade.
Second, the new marketing service system construction principles
1, customer-centric, market-oriented
The marketing service system was created to meet the customer's demand for auto parts products and services.
The European Union started implementing it in October last year: the practice of "franchising" of car sales was abolished. Its purpose is to introduce a competition mechanism among dealers, generally reduce car sales, maintenance and service prices, and completely break the monopoly of the auto market, so that customers can obtain more choices and benefits.
This shows that it is the customer who decides who is prosperous and who will be eliminated. Therefore, the new marketing service system must be customer-centered and market-oriented.
2, should be large-scale, standardized and professional
Economic globalization requires large-scale production, standardized operations, and specialized division of labor, and emphasizes cooperation to win. Any "small, comprehensive, large, and complete" approach is difficult to achieve economic benefits, and it is even more difficult to form core competitiveness.
From McDonald's, Wal-Mart, Oriental Home (Beijing Building Material Dealer) and Beijing Book Building, we can appreciate the advantage of scale, standardization and specialization in marketing services.
3, to consider the rapid development of automotive e-commerce
E-commerce makes it easier and more efficient for the global purchase and sale of automobiles. It can also significantly reduce market transaction costs and promote cooperation in the supply chain.
In February 2002, GM, Ford, and DaimlerChrysler, the world’s three largest automakers, announced that they will jointly establish a global professional network market for the automotive industry to accelerate the e-commerce process in the automotive industry. It will increase the competition between parts and components companies by providing a wider and more highly-skilled parts procurement market, which will drive down prices and save procurement costs for vehicle manufacturers. In the future, nearly 250 billion U.S. dollars of spare parts and other merchandise they need each year will be purchased through this market.
E-commerce has a great influence on the future marketing service system. It can be said that the marketing service system with weak e-commerce capabilities does not have vitality, and it is difficult to serve as a bridge to communicate the demand for production, supply, and sales of spare parts.
4, should be in line with international standards, reflecting an open, orderly and fair competitive atmosphere
We should put China's spare parts industry into the global automotive industry chain to see the development of China's auto industry and parts and components industry from a global perspective. Therefore, the new marketing service system must be considered in line with international standards to build an open system that can quickly adapt to changes in the environment; it must be conducive to fair and orderly competition with domestic and foreign auto groups, and be able to meet customers' global procurement and global supply. need.
5, should focus on branding, based on domestic and international expansion
The more asymmetric the information, the more important the brand. The auto parts market is a market with very asymmetric information, so for consumers, the quality certification of parts and components and the brand reputation of dealers are very important.
The more global the parts market, the more important the brand management. For the branding of marketing services, domestic companies have not paid much attention to it. Delphi, the world’s largest automotive parts and multinational company, has set foot in China’s complete vehicle market and aftermarket accessory market. The image of China’s tree car brand service should be said to be the starting point for foreign brand services to enter the country; the second largest car in the world. Bosch, a multinational company of parts and components, already has a large-scale parts distribution network covering China, including more than 150 after-sales maintenance service stations all over the country. At present, there is no one domestic component company that has such strength; The implementation of the franchise plan in China is actually a brand-driven service network construction.
Brand is the banner of marketing services. Because the quality of parts and components is related to the safety of life and property, and consumers can hardly recognize counterfeit and inferior parts, consumers are willing to go to a dealer with good reputation and trust in a brand. This shows that the brand is the pass for consumers to buy identity, it implies high-quality product quality, good business reputation, honest business, reasonable prices and quality service.
Third, the structure and functions of the new marketing service system
The structure and functions of the new marketing service system will establish the idea of ​​facing global competition and embody the strategy of the joint development of "domestic and international markets and supporting accessories market".
1, the structure of the new marketing service system
2. The function of the new marketing service system The new marketing service system led by the parts and components distribution group can play the important role in the communication of parts, production, supply and sales, and can establish the brand of the distribution group.
Fourth, the benefits of the new marketing service system
The new marketing service system led by the parts distribution group mainly has the following benefits:
※We can form scale, standardization and specialization.
※ can provide a wider range of domestic and foreign market coverage.
※ can provide stronger product marketing service capabilities.
※ It can help parts and components companies establish international trade channels and find international markets.
※ Can form a good reputation and goodwill, establish a brand image of the distribution group.
※ can more in line with the customer's buying habits, order quantity, delivery requirements and service requirements.
※We can provide more suitable and better quality products.
※ It can make value promises and provide customers with more fair and reasonable prices.
※ can make a high-quality product commitment, can effectively inhibit the prevalence of fake and shoddy accessories.
※We can operate with integrity and promise unconditional return of products.
※ It can provide convenience in space and transaction services, including product customization and delivery.
※We can organize product research to organize the sources of goods at the right time to better meet customer needs.
※ can provide customers with "one shop" full service.
※ can invest in establishing an automotive e-commerce trading platform, and with the international auto trading platform.
※ E-commerce can quickly respond to customer needs and improve transaction efficiency.
※ can provide customers with timely information on the latest product marketing.
※ can have high-quality sales and service personnel, improve customer service levels.
※ Can effectively seize the market opportunities, meet the challenges of joining the WTO, and gradually form a competitive advantage.
V. Implementation Strategy of New Marketing Service System
The entire vehicle company, parts and components companies and parts and components distribution groups should establish the global marketing concept of “big market and large circulationâ€, strengthen professional division of labor and cooperation, and provide better products and services to end customers so that the end customers can get Maximize satisfaction, thereby enhancing the overall competitiveness of both domestic and international markets.
Implementation strategy: You can take "first break after the break." That is to say, the domestic auto companies will jointly create a parts and components distribution group (which can establish chain stores nationwide) and gradually realize its leading role in the new marketing service system; after the smooth transition of the new marketing service system functions and internal and external harmony, the entire vehicle company The marketing service system for leading parts will naturally end. â–
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