我国汽车服务业营销模式创新策略研究

汽车产业的飞速发展使我国成为世界上最具发展潜力的市场。随着我国消费者消费观念的转变和消费水准的提高,售后服务更需要向欧日美等汽车强国看齐。通过对我国汽车服务业营销模式现状的探讨,分析了目前几种营销模式各自存在的优缺点,并且结合当前消费者对购车、维修等的一系列需求,预测了今后汽车服务业营销模式的发展趋势,提出了适合中国市场的几种汽车营销新模式。     

4S汽车营销模式在我国导入的内生机制分析

近10年来，伴随着我国汽车市场的长足发展与进步，汽车营销模式也发生了较大的变化，4S营销模式逐渐成为现阶段汽车营销体系中的主流模式。针对营销模式的变化，有必要从制度经济学的角度出发，对这一变化进行分析，来论证4S模式在我国导入成为主流模式的背后是否存在着制度变迁的内生机制，是否具备了发展的现实意义。     

浅析我国自主品牌汽车营销模式存在的问题

近年来,我国汽车行业的产业模式不断变革,各大汽车制造商逐渐重视品牌的树立和营销模式的转变对自身发展的重要作用,建设完善的营销体系是我国汽车企业实现汽车市场竞争力的关键.本文通过分析国内外研究现状,以江淮汽车为例,研究江淮乘用车当前的营销现状以及存在问题,提出了相关营销策略.     

网络营销——中国主流汽车营销趋势

网络已经深刻地改变了我们的生活方式和思维方式,汽车产业作为支柱产业已开始跨入网络化时代,愈来愈多的汽车企业认识到国际互联网推动汽车营销的重要作用,汽车产品网络营销必将成为21世纪营销的主要形式之一。本文试着通过对目前国内汽车营销现状的分析,指出了目前汽车营销中存在的问题,并提出了一些对策和建议。     

我国汽车销售4S模式研究

我国汽车销售行业发展比较迅速,经营模式也发生了相应的改变.当前,汽车销售行业普遍采用4S营销模式.其在汽车行业发展中极具优势,但是仍然存在诸多问题和不足,对汽车营销及行业发展产生了相应的限制.本文对企业销售4S模式进行简单介绍,并对它的优缺点进行分析,提出具体的意见和建议,以达到良好的汽车营销及服务效果.     

浅析广州本田的营销模式

伴随着中国加入了WTO以后,中国的汽车工业发展也进入了一个新的时代。越来越多的世界汽车品牌加入到了中国的汽车市场行列当中,这无疑使得在中国的每个汽车企业应尽快建立起符合市场运作规律的中国汽车营销新模式,以迎接其他汽车企业的挑战。广州本田汽车是建立以售后服务为中心的四位一体的品牌专营特约销售服务店网络,采用全国统一销售价格并将车辆直接销售给用户的直销体制。引进国际先进的"四位一体"的营销模式,创造以服务为核心的汽车营销理念,确立了广州本田中高级轿车的品牌地位。其营销模式是怎样带动企业走向成功的,是值得我们进行深入研究的。这篇论文将通过研究其营销模式来分析企业是如何提高其核心竞争力的,希望能够从研究中借鉴并学习到一些有意义的营销模式。     

汽车“4S”营销模式的发展现状及策略

传统的汽车营销模式,经实践证明,已经不适应经济和社会发展的需要。随之出现的汽车4S营销模式在中国出现,但在各种因素影响下出现了不和谐的局面,遇到了发展危机,如何使得这种模式走出困境,本文作了分析。     

论体验式营销在汽车营销中的应用

我国汽车行业的发展脚步越来越快,市场竞争日益激烈。在汽车营销模式中,传统的依靠质量好、服务优来打动消费者的营销策略已经不能应对激烈的市场竞争。因此,选择合适的营销策略、把握营销的发展方向至关重要。本文主要对体验式营销的理论知识进行分析,并与传统的营销模式进行比较,指出其在汽车营销行业的可行性,同时也对其在汽车营销领域的应用提出几点建议。     

在金融危机下中国汽车行业营销新策略探讨

在金融危机下,国内汽车企业为了应对各方面挑战,营销策略也在不断推陈出新.从娃娃抓起,有利于在孩子人生的第一时间塑造品牌形象;品脾联合营销,有利于实现资源共享,共担共赢;影视植入性营销已成了汽车厂商推广产品的良方;体验式营销有助于消费者理性的选择最适合自己的产品,从而促进成交;汽车超市模式被誉为继"4S专卖店模式"之后的一次渠道革命;人才战略仍然是汽车营销永恒的主题.     

以智能化为试点创新电力营销模式

对于目前的电力营销模式而言,单纯依靠传统的营销模式和营销手段已经不能达到新的营销要求,因此我们必须在电力营销模式创新上下功夫,努力构建新的电力营销模式,使电力营销模式成为电力企业效益提升的重要保障。从目前的电力营销模式创新来看,智能化体系成为了电力营销模式创新的重要形式。在智能电网快速发展的今天,智能化电力营销模式成为了有益的尝试,并取得了积极的效果。通过和传统的电力营销手段相比,智能化电力营销模式在客户知识管理、客户负荷管控、客户信用风险管理、客户关系管理、客户资源价值评价等5个方面有着突出优点,本文主要对智能化电力营销模式进行了分析,对这5个方面进行详细的阐述。     

国产化政策与全要素生产率——来自汽车零部件制造业的证据

产业政策是否有效已成为当下学术界的热点话题.文章聚焦2005年中国汽车工业国产化政策,并结合同时期的税收减免政策,利用2002-2007年中国汽车零部件和整车制造业的微观数据,实证分析其对企业全要素生产率的影响.研究发现:(1)整车厂商对零部件厂商的纵向技术溢出效应是国产化政策提升零部件企业全要素生产率的主要机制,但市场规模的扩张和短期内市场垄断程度的上升也使零部件企业产生了技术改进的惰性;(2)国产化政策对企业生产率的影响在不同所有制企业之间存在差异:内资企业、非国有企业更多地从整车厂商的技术溢出中获益,外资企业则更多地从市场规模的扩大中获益,国有企业生产率受该政策影响不显著;(3)国产化政策与同一时期税收减免政策之间的关系存在两面性.国产化政策下,受税收减免的FDI向本土零部件企业发生了更多的技术转移,受税收减免的企业本身却缺乏效率改进的动力.上述结论带给新一轮中国工业改革的启示是:国产化政策在一定范围内仍然是有效的,特别是对高端装备制造业等战略新兴产业,政策导向有利于为新产业主体建设打下基础;但是产业政策同样不应被过度使用,制定政策应该重视政策工具在不同阶段的有机组合,取长补短,使各产业政策形成合力进而保证企业效率的提升.     

Quantitative analysis of modularization in the automobile and PC industries

Much research has been done on modularizing the PC industry and automobile industry. In the analysis of the effect of modularization in the PC and automobile industries, however, very little of this research has been quantitative. In this paper, we use the number of patent applications for PC and automobile components to analyze the modularization in the PC and automobile industry. We calculated a ratio of the number of patents applied for by PC/automobile manufacturers vis-à-vis the total number of patent applications for the components, and used it to quantitatively judge whether PC/automobile manufacturers still hold the initiative with respect to R&D. The analysis indicates that PC manufacturers no longer hold the R&D initiative but that automobile manufacturers still do for engine control systems. On the other hand, it indicates that automobile manufacturers no longer hold the R&D initiative on the safety and communication control systems. The paper finally verifies the correlation between modularization and R&D initiative by means of regression analysis.     

开放条件下中国轿车产业的外资进入与市场结构研究

外资进入提高了国内轿车市场的竞争程度,降低了市场集中度,促进了市场规模的扩张和产品的差异化,同时也降低了产品价格,带来了消费者福利的提高;改善了我国轿车产业的组织结构,很多企业已经达到了工厂最小最优规模经济水平,生产成本大幅下降;外资进入从资本规模、技术、产品差异、规模经济等几个方面提高了国内资本的进入壁垒;政府与跨国公司共同主导的产业发展模式亟待改变.     

从交换视角探析浙江产业集群形成的市场动力

相对供给因素,需求条件是产业集群研究的一个薄弱环节.为探究浙江产业集群形成的市场动因,本文以活跃在市场中的个体销售大军为切入点,通过建模论证分析和对不同交换模式市场均衡状态的演进比较得出:浙江产业集群的成长与市场交换模式演变过程有着内在关联,不同交换模式分别存在着唯一的市场均衡和可以转换的临界点;个体商户是增进市场与产业互动,推动浙江产业集群成长的重要主体;我国缺乏资源和发展条件的广大地区可以通过培育有经商意识的队伍,依托市场,实现经济腾飞.     

Trade Policy and Access to Retail Distribution

The paper develops a model in which foreign and domestic manufacturers producing differentiated goods sell through spatially differentiated retailers. There is free entry into retailing but access to the retail distribution network (by manufacturers) may be controlled. The author considers a domestic vertical control mechanism in which domestic retailers carry only domestic brands (termed “domestic dealing”) and compares the use of tariffs on imports and the enforcement of domestic dealing restrictions as means of increasing domestic welfare. It is shown that domestic dealing will always be prohibited when tariffs can be used. When trade policy is not available, however, domestic dealing may be desirable.     

Antitrust Enforcement and Non-Enforcement as a Barrier to Import in the Japanese Automobile Industry

Foreign automobile manufacturers long have found it difficult to compete in the Japanese automobile market. For decades, governmentally imposed restraints prevented foreign manufacturers from gaining a foothold in the Japanese market. In recent decades, these governmental restrictions have been replaced by private restraints which create equally formidable barriers to entry. Many private restraints persist despite repeated informal investigations and administrative guidance by the Japan Fair trade Commission (JFTC). The endurance of these private restraints raises the question of what mechanisms may be available to make the Japanese automobile market more contestable. While vigorous and transparent enforcement of Japan's Antimonopoly Law by the JFTC is the preferred mechanism, other mechanisms for alleviating these private restraints include the extraterritorial enforcement of U.S. antitrust laws by U.S. antitrust enforcement authorities, mediation by the OECD or the enforcement of an international competition code in an international forum.     

Competition under manufacturer service and retail price

This research highlights the importance of service from manufacturers in the interactions between two competing manufacturers and their common retailer, facing end consumers who are sensitive to both retail price and manufacturer service. A game-theoretic framework is applied to obtain the equilibrium solutions for every entity. This article studies and compares results from three possible supply chain scenarios, (1) Manufacturer Stackelberg, (2) Retailer Stackelberg, and (3) Vertical Nash. This research concludes that consumers receive higher service level when every channel member possesses equal bargaining power (e.g., Vertical Nash). An interesting result shows that as the market base of one product increases, the competitor also benefits but at a lesser amount than the manufacturer of the first product. Furthermore, when one manufacturer has some economic advantage in providing service, the retailer will act to separate market segment by selling the product with low-cost/lower-quality service at a low price and selling the product with high-cost/high-quality service at a high price. The results and the modeling approach are useful references for managerial decisions and administrations.     

Gales of creative destruction and the opportunistic incumbent: The case of electric vehicles in California

This paper explores the introduction of electric vehicles in response to Californian regulatory pressures as an example of a disruptive technology. The central thesis is that this disruption may open the automobile market to new entrants but only if they collaborate with incumbent automobile manufacturers. This appears to support Schumpeter's argument that large incumbent firms possess innovation advantages over the small entrepreneurial entrant. However, these innovatory advantages lie in the downstream complementary assets required for success in the automobile market.     

The prediction for Japan's domestic and overseas automobile production

In this paper, an improved gray model is proposed to predict Japan's domestic and overseas automobile production. The improved gray model is established by integrating the cubic spline function into gray model to improve its prediction capability. Two cases of Japan's domestic and overseas automobile production are used to validate the proposed model. The prediction results show that the proposed model have good prediction performance.     

Gales of creative destruction and the opportunistic incumbent: The case of electric vehicles in California

This paper explores the introduction of electric vehicles in response to Californian regulatory pressures as an example of a disruptive technology. The central thesis is that this disruption may open the automobile market to new entrants but only if they collaborate with incumbent automobile manufacturers. This appears to support Schumpeter's argument that large incumbent firms possess innovation advantages over the small entrepreneurial entrant. However, these innovatory advantages lie in the downstream complementary assets required for success in the automobile market.