Model Paper of Auto Parts Marketing and Management Part I: On the Concept and Application of Electronic Management of Auto Parts Marketing Data Abstract Based on the source and characteristics of auto parts marketing data, this paper analyzes and emphasizes the importance of auto parts marketing data. Combined with the actual application status of SAIC-GM-Wuling Automobile Co., Ltd., the concept and application advantages of electronic auto parts marketing data management are compared and expounded.
Keywords after-sales engineering; Electronic Parts Catalogue (EPC); Auto Parts Marketing Data Management Platform
I. Introduction
With the increasing popularity of automobiles, the competition in the automobile market has developed from pre-sales product competition to all-round market competition of pre-sales and after-sales service, and even after-sales service has become the key for merchants to win the market. China's automobile after-sales market has gradually matured and become larger and larger. In the after-sales market, the profits of maintenance, spare parts supply, car beauty and car modification are very considerable, especially the supply of spare parts. According to the research report "China Auto Industry Outlook in 20 1 1 0" released by the world-renowned business consulting company, the sales of auto parts in China reached more than1600 million yuan in 20 10, up 44% year-on-year, which was higher than the growth rate of vehicle sales of 37%. It is estimated that by 20 14, the after-sales market sales revenue of services and parts in China will increase to 652 billion yuan. The rapid development of auto parts industry, diversification of auto parts products and fierce market competition put forward higher requirements for resource management of auto parts. With the pace of informatization, major international automobile manufacturers have gradually increased their investment in ERP and e-commerce, operating in a more efficient mode, thus enhancing their marketing competitiveness. The electronic management of auto parts marketing data is a solid step for major manufacturers to carry out e-commerce.
Second, the source and characteristics of auto parts marketing data information
Auto parts marketing data information is professional information produced by automobile manufacturers and distributed to dealer service stations for business support such as parts ordering and claims settlement, which is closely related to automobile product data, but more accurately, it comes from automobile after-sales engineering data. After-sales engineering, a new specialty, is rarely recognized in China at this stage, but behind perfect after-sales service, it is inseparable from professional after-sales engineering. After-sales engineering is an indispensable link in the process of automobile development and a bridge between product development and after-sales service. After-sales engineers combine the engineering information related to automobile products with the technical level, maintenance safety and labor cost of the maintenance station to formulate maintenance strategies. That is, how should maintenance parts be provided, in the form of parts or components? Do I need to release a maintenance package? After professional judgment and decision-making, the use of maintenance parts, the addition of legend information and the determination of maintenance man-hour tool information, the after-sales engineer finally forms a professional after-sales engineering database to provide technical and business support for each maintenance station. Auto parts marketing data is one of the applications.
Automobile parts marketing data runs through every link of parts sales process, such as parts ordering, delivery, warehousing, claim, etc. It covers a wide range, and compared with other data, its characteristics are more prominent: (1) It requires high timeliness of information. Once the product information changes, the maintenance strategy will be modified and supplemented, and the relevant information of replacement parts will be conveyed in time, otherwise the wrong parts will be ordered, which will not be repaired or work normally, resulting in huge losses. (2) Require high accuracy of information. Different models will have different maintenance parts. When ordering parts, it is necessary to operate according to the actual inventory and vehicle information. Rational allocation of resources can reduce inventory backlog and reduce the occurrence of missing parts. (3) A large amount of information. Every operation link will have corresponding information output and input, in addition to the part number and part name, it will also involve a series of business information such as quantity, delivery number, delivery method and location number. High-quality automobile marketing data management can not only increase the sales of spare parts for the profits of enterprises, but also effectively control resources from all aspects, avoid waste and create more value.
Third, the development of auto parts marketing data management concept
1. Initial stage? Catalogue of printed parts. Traditionally, domestic auto parts marketing data are printed and distributed to after-sales departments and service stations in the form of excel spreadsheets and pictures. This manual is generally called spare parts manual, also called spare parts catalogue, spare parts atlas, etc. It is one of the deliverables of the new automobile product project. It lists all the spare parts or maintenance spare parts in the form of pictures and texts, and provides all the spare parts information needed for automobile maintenance systematically and intuitively, which is convenient for users to find the needed spare parts quickly and accurately during maintenance. Although the printed manual can provide some information to meet the needs of accessories-related business, its role is greatly reduced due to the lack of systematic tracking management, lagging information and reduced accuracy. Coupled with the time and money spent on printing and transporting manuals, enterprises increasingly feel that this is a burden, but they have to do it.
2. Burn the electronic parts catalog EPC CD. In recent years, triggered by electronic technology, automobile manufacturers gradually canceled the printing and transportation of heavy books and distributed them regularly in the form of burning CDs, which improved the timeliness of information transmission and saved costs. However, it is relatively limited and cannot realize the closed-loop operation of accessories marketing data.
3. The concept of electronic system management. With the continuous shortening of product development and production cycle, customers pay more and more attention to after-sales service and highlight personalized requirements. Under the demand of the market, the design requirements of safety and quality of after-sales spare parts become more frequent, which is manifested in the faster frequency of changing spare parts' part numbers and adaptation models in terminal service stations, and the more and more difficult procurement and maintenance of spare parts. Traditional printed matter, CD-ROM and so on can no longer meet the needs of the market and services. With the continuous improvement of electronic data management and transmission level and the widespread popularity of PC terminals, the concept of electronic systematic management of automobile parts marketing data came into being. After-sales engineers of automobile enterprises manage spare parts marketing data in a more standardized way, and convert the spare parts marketing data into acceptable electronic data transmitted by the Internet in a standard way, which is transmitted to the terminal service station through the software application platform and the Internet, which not only realizes the accurate and rapid transmission of spare parts marketing data to the service station, but also can grasp the market and terminal feedback of spare parts in real time with the help of the Internet, thus realizing good closed-loop management of spare parts marketing data. Through the investigation of service stations all over the country, SAIC-GM-Wuling found that the computer equipment rate of the main staff in the service center is high, most of them are above 90%, and all the staff need to deal with daily affairs on the computer for a long time. Therefore, we put forward the idea of electronic data management platform. Based on the concept of electronic data management, an electronic data exchange platform is developed between the service station and the after-sales service department of the manufacturer to realize the rapid exchange of information, so as to promote the exchange and information sharing between the service station and the manufacturer and better serve the customers.
Four, auto parts marketing data management platform
The concept of electronic spare parts marketing data management makes full use of information network transmission and computer storage functions to fully meet and realize the requirements of large amount of information storage, timeliness and accuracy of automobile spare parts marketing data. Based on the conceptual design, SAIC-GM-Wuling has built a marketing data management platform for electronic automobile parts to realize an efficient and fast business operation mode. The auto parts marketing data management platform needs to meet three functions of parts information release, collection and feedback, and three constraints are defined accordingly: confirm release; Provide information feedback on the problems existing in the service station; The manufacturer analyzes the collected information and identifies the improvement points of the problem. These three constraints are the three valves of the platform system. As long as the after-sales engineer confirms the release of accessories marketing data, the service station can obtain the latest data information; If the service station is in doubt, it can consult online, and the system stores and records the corresponding information; The after-sales engineer shall confirm the problem type, and correct it immediately if it is the source engineering data problem. The platform system includes two main functional interfaces. One is the functional interface for viewing, querying and processing parts, that is, the positioning query of vehicle parts, the viewing of the status and installation position of parts, and the ordering of parts. The second is the functional interface of information feedback receiving and processing, that is, the feedback and query of accessories information, such as consulting the number of accessories, consulting the number of accessories such as 0.8 airbags, and the number of steering wheels of 1.2LC, etc.
Advantages of auto parts marketing data management platform: (1) Distribution of parts marketing data.
The fabric is updated online. Compared with the traditional mode of manual printing and distribution or electronic parts catalogue CD burning and sending to the service station for installation, there is a huge room for improvement in update time and production cost. The fastest time for updating the electronic parts catalogue CD from distribution to service station is about 5760 minutes (one day for burning and three days for delivery), and online updating only takes 15 minutes, which improves the efficiency by 99.7% and basically realizes synchronous updating. In terms of cost, printing cost, CD production cost and postal transportation cost can all be saved. (2) Closed-loop control and management of accessories marketing data. The accuracy of data information needs practical application to test and feedback, and is constantly revised. The traditional mode only has a simple data publishing process, and it is impossible to collect and view the feedback from service stations. Under the new management mode, the service station can feedback the problem to the after-sales engineer of the manufacturer through online consultation, and the engineer will review and correct the maintenance strategy and parts information in combination with the collected feedback information. The data information will be in a state of continuous improvement, and the accuracy will be continuously improved. (3) Ordering, shipping, storage and claim handling of parts. The sending of parts ordering information and the feedback of manufacturers' shipping information are all related to parts. The service station can inquire about relevant information at any time. If there is no problem with the arrival inspection of the parts, it will be put into storage directly. If parts are found to be sent incorrectly or omitted, it will fill out a claim application form and enter the claim process. (4) The security of accessories marketing data is guaranteed. Data information is released and managed by the manufacturer after sale, which effectively prevents information from flowing out. (5) In addition, the marketing data of electronic parts are also described by the functional name and address (UPC/FNA) of the parts, and locked by RPO and vehicle VIN information. Just input the corresponding VIN information, you can get the parts that can be used for the maintenance of this vehicle, and then combine with the corresponding functional name description, you can accurately select the required parts.
Verb (abbreviation of verb) conclusion
The auto parts marketing data management platform has been applied in SAIC-GM-Wuling Automobile Company for more than one year and achieved remarkable results. It not only optimizes and improves the accuracy of parts data, but also enables enterprises to manage parts and optimize resources more efficiently. At the same time, establish a communication bridge between manufacturers and service stations to better and faster support after-sales service business. Based on the successful example of this concept, we will continue to deepen our thinking, optimize our business work by using various technologies, and truly achieve? Seek innovation, change and limit? !
Take the exam and contribute.
[1] aribo business consulting co., ltd. 20 1 1 China auto industry outlook [R]. Machinery Industry Press, 20 1 1.
[2] Hu Kun, Jincheng. Automobile design and development method for after-sales service [J]. Shanghai Automobile. 2008
Abstract: With the steady improvement of social and economic level, as a common travel tool, people's demand for cars is increasing day by day. In China, at least one hundred new drivers are born every day. With the increasing demand, the automobile industry has also developed rapidly. However, what we can't ignore is the auto parts marketing industry under the background of the auto industry. Because when the car breaks down or is damaged, it is impossible for people to change to a new car. Therefore, the competition among auto parts industries is also very fierce. If you want to keep your position in the competition, you must make changes, and it is always a good development direction to establish an integrated marketing method for auto parts.
Keywords: auto parts; Marketing; Integration; Architecture; develop
According to people's needs and hobbies for cars, we can imagine the broad market prospects of the auto parts industry. To do a good job in the marketing of auto parts, it is necessary to establish the marketing integration of auto parts. But before that, we must have a certain understanding of our own industry, such as the basis of accessories marketing, accessories manufacturers, marketing methods and so on, so as to better complete the construction of marketing integration.
First, the analysis of the production status of auto parts
Nowadays, there are more and more automobile brands, and a large number of emerging automobile enterprises are developing rapidly in the economic environment, making more and more models and types of automobiles. Like cars, SUVs, SUV city edition, MPV, pickup trucks, buses, trucks, commercial vehicles and so on. With the improvement of people's consumption level and living standard, people spend more and more on cars, and the auto parts market is also growing, which makes the auto parts industry develop rapidly.
At present, there are still great difficulties in the domestic auto parts production industry, because the requirements for auto parts are very high, so some auto parts companies can only cooperate with fixed auto manufacturing companies, and the benefits obtained are very low. I want to invest more, but the amount of investment is an unbearable burden for SMEs. Moreover, the auto parts industry is experiencing the test of exchange rate war and inflation. Under the influence of these problems, the domestic auto parts industry is welcoming the following different development trends: 1. Foreign mergers and acquisitions. 2. Auto parts enterprises cooperate with each other to realize systematic development, modular manufacturing and integrated supply, and form an auto parts industry cluster. 3. China's auto parts export and internationalization as soon as possible and future global procurement.
Second, some ways and means of marketing
The way and method used in the process of commodity marketing is marketing method. There are various marketing methods, such as service marketing, advertising marketing, network marketing, hunger marketing, emotional marketing, educational marketing and so on. Here we will explain some common marketing methods:
Service marketing
In this marketing method, it is based on the service to customers, so that consumers can feel the effect of products in the process of receiving services, arouse their desire to buy, and promote their own products or product-related service methods. The beauty industry is very representative.
(B) advertising marketing
This marketing method is the most common and universal. It uses overwhelming TV advertisements, newspapers and outdoor advertisements to expand its popularity and attract customers. This method has high investment cost, long action cycle and difficult marketing effect control.
(C) Internet marketing
Nowadays, information technology is very developed, and the network has gradually penetrated into people's lives. Then, what about an information exchange marketing method based on the Internet, using information technology and network energy? Internet marketing has come out.
hunger marketing
Hunger marketing is a new marketing method. He took advantage of the demand psychology of demanders, and manufacturers intentionally controlled productivity or controlled market shipments, which led to the phenomenon that the market was in short supply, which was used to maintain the price of goods and the profits of manufacturers, and was also carrying out alternative speculation to improve visibility and added value. However, such enterprises are generally leading enterprises in the industry. Such as apples and emerging millet.
(E) Emotional marketing
This is a marketing method that takes consumers' personal feelings and needs as the core of corporate brand marketing strategy. Through emotional packaging, emotional promotion, family advertisement, people's word of mouth and emotional design, the marketing purpose of the enterprise is realized.
Of course, there are other marketing methods. The common marketing methods of auto parts are direct selling or joint marketing. Auto parts direct selling is also different from other direct selling. It is an auto parts business enterprise that sells auto parts directly to customers through communication with users, who can be large auto repair units or companies or individual users. Because the potential customers of auto parts are an obvious group, and our auto parts sales are for everyone, there is no intermediate link, the price is more acceptable to consumers, and it also has certain advantages in the competition in the same industry. Another common marketing method is joint marketing. Joint marketing is joint sales, that is, several different enterprises and brands nearby market different auto parts, and they have their own interests and can carry out joint marketing. For example, if a person comes to A to buy brake pads, A's model here is not suitable, but A knows that B has them, so he can introduce customers to B, and vice versa. This will not lose customers and ensure the effectiveness of marketing. In this way, mutual exchange of information and joint marketing activities can make the enterprises in the joint get the maximum marketing effect with half the effort, and sometimes it may achieve the marketing effect that single marketing can not achieve.
General joint marketing can be divided into the following joint ways: 1. Joint marketing of different industries; 2. Unify the joint marketing of different brands of enterprises; 3. Cooperation between manufacturers and distributors. Joint marketing between the same industry. Among such joint marketing methods, the first and third joint marketing methods are mainly used in the joint marketing of auto parts.
Third, the establishment of auto parts marketing integration.
The above are the basic points of auto parts marketing, the environment in which auto parts are located, the available methods and the existing methods of auto parts marketing. However, in order to meet the requirements of the times, complete the company's tasks and objectives, seize market share and maintain market prices, it is necessary to strengthen the unity of marketing, and then improve the marketing effect of auto parts.
(A) the integration of enterprise marketing
Corporate marketing integration is a strategic adjustment under the pressure of market competition. In the marketing of auto parts, a variety of marketing forms and methods are collected and sorted out, forming a comprehensive and powerful marketing integration method. Marketing integration is a systematic combination of various marketing methods, and then appropriate modifications are made according to the environment, and finally good marketing results are achieved. Integration is to integrate all relatively independent marketing methods into a big whole, which produces complementary performance, which is stronger than a single marketing method, such as advertising marketing, direct marketing, personnel marketing, packaging marketing and so on.
(B) The systematic features of marketing integration are as follows:
1. The core role of marketing integration
The core function of marketing integration is to allocate internal resources reasonably, coordinate the operation between departments and judge the value of internal marketing assets. Our auto parts marketing enterprises need to make some preparations for the overall planning within the company, coordinate the relationship between sales and logistics support, and reconcile the integration of various marketing methods in order to create competitive marketing integration.
2. The core value of marketing integration
The core value of marketing integration is to increase the added value of auto parts products on the basis of the marketing plan of the marketing department and the auto parts themselves, so as to stabilize and expand the share of enterprises in the auto parts market and the corresponding income.
3. Strategic significance of marketing integration
Speaking of the strategic significance of marketing integration, we have to mention the benefits of marketing integration for auto parts sales. The benefits brought by integrated marketing methods are far better than those brought by other single marketing methods, which makes enterprises have a new look and evaluation of the value of marketing assets. The redistribution and adjustment of resources by marketing integration can improve the marketing level and service level as a whole, and then improve the competitiveness of auto parts enterprises in the industry.
Conclusion:
With the integrated construction of auto parts marketing, auto parts marketing has once again ushered in a development period, which is only the beginning. With the gradual maturity of marketing integration, the marketing of auto parts industry will develop better and faster.
References:
[1] Zhou Yongjiang. Research on the framework of automobile parts production and marketing system [D]. Wuhan University of Technology, 2006
[2] Zhang Yimin. Professional qualities that auto parts marketers should have [J]. Auto parts, 2009.
& gt& gt& gt More exciting next page? Auto parts sales and management theory?