202 1 model essay on automobile marketing planning scheme? 1 1. Planning purpose
Due to the cancellation of the purchase tax exemption at the beginning of the year, policies such as going to the countryside and replacing old cars with new ones have had an adverse impact on the automobile market, which led to the downturn of the whole automobile market. Our company was also affected by the downturn of the automobile market, which led to the disillusionment of the dream of vehicle sales in the first half of the year. However, some analysts pointed out that the consumer price index CPI peaked in June, macro-control is expected to be moderately relaxed in the second half of the year, and GDP growth rate will moderately pick up. With the arrival of the peak sales season around September, auto companies are expected to usher in a booming production and sales situation in the third and fourth quarters. In view of this, whether dealing with inventory or increasing sales, we must seize this opportunity and strive to successfully complete the task within the year.
Second, the current marketing environment
1, current market situation and market scenario analysis:
①xx entered China earlier, and people have a good reputation for its performance, safety and comfort. Because people's life is getting better and better, and the social economy is developing rapidly, with people's understanding of the automobile industry, xx cars will gradually approach the homes of ordinary people. Anyway, the prospects of xx cars are great.
②xx automobile market is growing rapidly. At present, automobiles are in a period of development. Companies need to find potential customers, and should focus on those potential customers, followed by publicity. In the next few years or even ten years, the demand will increase a lot. The increase in demand shows that XX has good performance in all aspects and is understood by people.
(3) For consumers, people's dependence on cars will increase in the future, and people's quality of life will be greatly improved. They will choose a safer and more comfortable car in transportation, and xx car will become their first choice because of its safety, comfort and affordable price. Xx automobile market has a bright future.
2. Market influencing factors:
macroenvironment
Political environment:
202 1 10 10 promulgated the new automobile policy, which had little impact on XX area.
The purchase tax rate was raised to 7.5%, the trade-in of automobiles was intensified, the real fuel consumption of automobiles was evenly distributed, the pilot of new energy vehicles was increased, and the government purchased 50% independent brands.
Social culture:
People are positive about the brand xx, and their awareness is relatively high.
Self-acceptance environment:
The traffic in XX area is convenient, the expressway traffic network is developed, and people have a strong desire for go on road trip.
Economic environment:
The economy in XX area is developing rapidly and the economic environment is good.
Consumer economy:
The living standard has gradually improved, and the consumption concept has also changed.
microenvironment
Supplier: xx vehicle and parts supplier.
Marketing intermediary: agents and distributors of xx.
Customer: xx entered the China market earlier, and the customer's recognition is relatively high.
Social public: it is the supervisor and propagandist of xx brand.
Competitors: XX, XX, XX
Third, market opportunities.
1, industry analysis
With the rapid development of automobile industry, the rapid development of China economy and the popularity of automobile consumers, automobiles have gradually become the main tool for people's daily travel. Like refrigerators and color TVs, it has also entered the homes of ordinary people. After people buy a car, they are gradually loved by car owners, and fashion, individuality, economy and practicality have become the pursuit goals of car owners.
2. Competition analysis
The automobile industry is still a new industry in China, and the future scene is considerable. Therefore, there are automobile 4s shops and auto parts enterprises, but the scale is different, the market development means are backward, the management is backward, and the business model is backward, which gradually constitutes unfair competition in the industry. The benefits of some large-scale maintenance enterprises are not satisfactory, while the small-scale garage on the roadside is quietly emerging, and most of them lack scientific management, technical support and formal purchase channels.
3. Consumer analysis
At present, the automobile follow-up service can not meet the high standard requirements of the owners. Many people in the industry have begun to explore new ways of industry development. Instead, it is a brand store-a brand store with beautiful appearance, good storefront image, standardized operation, strong service awareness and reliable quality. Due to the change of people's consumption concept and the increasing awareness of consumption and self-protection, people not only need to meet the needs of direct consumption, but also need to satisfy their own psychology to the greatest extent.
Fourth, the marketing objectives
Pursuing profit maximization is the ultimate goal of an enterprise, but the concept of profit maximization among enterprises is quite different. Some enterprises only pursue profit indicators, and some enterprises may not only pursue profit indicators, but also pursue customer satisfaction and pursue longer-term interests. We should have our own profit targets.
On the premise of respecting the interests of all partners, build the whole value chain until customers are satisfied. Only by improving customer satisfaction can we gain customer loyalty. With loyal customers, enterprises have core competitiveness, and only with core competitiveness can they adhere to sustainable development. These eventually led to the principle that the price of our products is determined according to the highest cost performance, rather than for profiteering or immediate interests.
During the implementation of the marketing plan, the economic benefit target is achieved: the total sales volume is 65,438+0,000, the estimated gross profit is 65,438+0,000, and the market share is 65,438+00%.
Verb (abbreviation of verb) market strategy
1, price strategy
The price strategy mainly reflects the current price reduction and various preferential promotions. In the modern housing market environment, it is necessary to emphasize the consumer's point of view, so they all adopt the pricing from the outside to the inside, that is, to study the consumer's understanding first.
Ability, when our price is higher than a certain limit, it is difficult for consumers to understand. If it is lower than a certain limit, it is not tasteful enough, and it is also not favored by consumers. After studying the understanding ability of consumers, let's study the competition factor, and finally the cost factor.
2. Service strategy
It is necessary to improve employees' service awareness, advocate humanized service, sincerely care about customers, understand their actual needs, integrate family and friendship into sales service, innovate constantly, exceed customers' expectations, make the whole service full of "human touch", take serving others as fun, have one more heartfelt greeting and one more smile, and let customers feel the care like relatives, the warmth like friends, and firmly attract customers with the charm of service. In addition, it is necessary to implement the service quality assessment and incentive mechanism, establish a service model, guide employees to realize humanized service, and improve service items from nuances.
3. Publicity strategy
Can be divided into long-term advertising and short-term advertising.
Long-term advertisements can be done outdoors and on websites.
Outdoor advertising can set up billboards in places where there are many people and cars, advertise on websites, and publicize on well-known domestic automobile websites. Combined with baidu promotion, users can easily and quickly enter the company website. In a short time, it can be used for TV subtitles, TV movie advertisements, radio advertisements, newspapers and magazines, information platform radio advertisements and information platform propaganda, with strong flexibility and low data change cost, and can play a good role before large-scale auto shows and promotional activities.
In addition to long-term and short-term advertisements, there are invisible advertisements, visits, leaflets, large-scale holiday promotions and internal advertisements. We can do public welfare activities, brand alliances and time speculation to improve the company's influence and popularity, establish a proactive influence, provide differentiated and personalized services and attract customers' attention.
4. Product strategy
Take some preferential and price reduction strategies at the right time to sell cars according to product mix.
5. Market positioning
The rapid development of China's automobile industry shows that people have a strong demand for the automobile aftermarket. With the deepening of people's understanding of cars, the demand will become more and more rational, from simple ignorance to the demand for additional services. At the same time, the automobile quick repair industry is not mature enough, and it needs to focus on quality, service and characteristics. Industry differentiation will be the main development trend of this industry.
After in-depth analysis and summary of the service industry in the automobile market, combined with the situation of the automobile market, 4s stores have made a profound examination from target customers, brands, marketing, products, services, prices, promotions and other aspects, providing a traditional reverse marketing method different from the traditional one. The car beauty shop is small but complete, specializing in small but refined, and locking in the car sales service route with small investment and quick return.
202 1 year automobile marketing plan model essay 2 1. Analysis of the present situation of automobile network marketing
At present, domestic automobile enterprises are still in the stage of exploring the network marketing mode and learning from their foreign counterparts, and have not yet formed a set of automobile network marketing guidance strategies suitable for China's national conditions. In the past, some automobile enterprises were only used to the marketing strategy of traditional physical market, but were not familiar with the marketing strategy of adapting to network marketing. They don't pay attention to improving their business level, cultivating customer resources, innovating enterprise technology and expanding their competitive advantages. Compared with foreign automobile companies, there is still a big gap, so many advantages of online marketing are not reflected in domestic automobile marketing.
The brand base on which online marketing depends needs to be further consolidated. Brand management is the advanced stage of marketing and the foundation and soul of network marketing. Network marketing can only generate great appeal and attraction if it is based on automobile brands with high reputation, good business reputation and perfect service system, so that users can understand new trading methods such as online car purchase and abandon the traditional habit of on-site car purchase. However, some domestic automobile brands lack a scientific, modern and standardized action system, and their brand strength needs to be improved.
The specific business of network marketing is still in its infancy. At present, most domestic automobile enterprises just set up a website to do simple business such as online advertising, promotion, vehicle introduction, information release, price inquiry, sending and receiving emails with the help of network technology. Some companies even just put simple information such as company name, profile, vehicle type, research and development achievements, mailing address and telephone number on the Internet. In fact, the above-mentioned network services can not be equated with network marketing at all. Only by vigorously developing various specific marketing businesses, such as online research, online new product development, online distribution, online services, etc. Can enterprises make full use of network resources and keep moving closer to network marketing?
Second, the analysis of the status quo of XX network marketing
At present, XX website mainly includes product display, expert response, cycling community, marketing network (account login required), dealers and service providers. Among these functions, only expert replies can interact with customers (the marketing network is unclear, and account login is required), and others are introductory information. Some downloads are provided in the rider community, such as ringtones, MVs, commercials, screensavers, classic pictures, etc. There is an online game, which is a very simple Flash game, and a real simulation game of XX Fengyun collision test, which is actually just a Flash car collision test. The other is the function of customizing email information.
Third, the investigation and analysis of competitors' online marketing.
Competitors mainly selected several Volkswagen cars for research, because at present, XX's competitors are mainly from Volkswagen, and high-end models will not be studied for the time being. The selected objects are as follows:
1, XXXX: It mainly includes employee owner's club, relevant information, dealer inquiry and service station inquiry. The scene is similar to XX, but no information such as online consultation is found on the homepage. Probably in the employee owners' club (account login is required).
2.XX: Online consultation, purchase consultation, after-sales service, ideas and suggestions, company-related information and news, mainly introducing enterprise-related information, purchase consultation and after-sales service, with more ideas and suggestions than XX.
3.XX: It's all company-related information and news, but no information such as online consultation was found.
4.XX General: online contact and product recall management (the specific scene is unclear and the introduction link is invalid). It mainly introduces the whole product, and the redundant links are invalid.
Fourth, the purpose of network marketing.
Let more people know about XX, people know more about XX and pay more attention to XX, so as to achieve higher sales and save promotion costs.
For automobile enterprises, there is no more effective communication channel than the Internet. According to a survey, 76% car owners will browse the website of the car company before buying a car, and 67% people will go to the third-party website to check the relevant comments. At present, there are also many auto companies that use blog's online marketing method, which enables auto companies to have more direct communication channels with customers.
XX was selected as the mainstream media "national car". XX should also be at the forefront of the reform of automobile marketing model. According to the overall statistics of the authoritative department on the sales link of XX, the complicated sales link consumes about 25% of the profit in the overall sales cost of automobiles. According to this figure, if online ordering mode is adopted, XX can save 25% of vehicle promotion and sales expenses in domestic XX automobile sales. This can not only reduce the cost of returning to consumers, but also improve the profit rate of XX.
Five, website planning analysis
(A) XX company website construction
1, add FAQ: At present, there is only an online consultation system, which can query your own questions, but not those raised by others. If customers encounter common problems, using online consultation will make people feel troublesome and need to wait for time. What XX needs to do for this kind of problems is to organize the common problems into a system, which is convenient for customers to inquire quickly, that is, to make a FAQ. Using FAQ can help customers solve problems as soon as possible and save consulting funds. At the same time, it should also be used to query questions asked by other customers in the past, rather than allowing them to query their own questions.
2. Add virtual test drive: At present, there is only XX Fengyun collision test simulation game, which is actually just a demonstration of Flash. You can try to use Flash to make a simulated test drive that can control all kinds of data artificially, instead of simply testing collisions, you should provide more test options, and you should have tests in different environments, different driving modes and different speeds, so that customers can better understand the performance of vehicles and attract the attention of some netizens who are not planning to buy a car.
Is a potential user, in addition to the test drive, but also through the Flash in the game to provide 3D observation of the internal layout and structure of the car, so that netizens can understand the XX car from the inside out.
3. Application for test drive: The person who buys XX car can apply for a test drive to the 4S shop in XX as long as he logs on the designated website and reads the detailed information of the car. If the test drive is satisfactory, car buyers can book directly from the website. After receiving the electronic reply from XX, the car buyer can pay the deposit in advance in the 4S shop designated by XX, and pay the full amount to pick up the car after XX completes the production according to the buyer's order. The 4S store will eventually be transformed into a service department, which is responsible for receiving orders and collecting money. Of course, its previous after-sales service function will continue to be retained, and online after-sales service can also be adopted. At the same time, the order-based sales model saves the promotion and marketing costs for dealers and enables them to reach the best win-win model with manufacturers.
If all goes well, it will be a perfect marketing model. For XX, the order-to-order production of all sales will achieve the sales result of "zero inventory", and the thrifty cost of the sales chain will enable it to obtain the most competitive price of similar products. XX Company is the first in China to benefit more users and distributors through online customer order sales model. Through interaction and communication with users, we can enjoy convenient services and preferential discounts, constantly meet the individual needs of users, improve the "freshness" of products, and let new products reach users directly in the shortest time. "At the same time, the profits saved can be used for research and development and continue to improve product quality, thus improving the overall competitiveness of products. At the same time, XX Company established a large-scale after-sales service website, and conducted after-sales car surveys through the Internet or telephone within a few days after the car was sold. At the same time, it also allows users to feed back the used information to the service department of XX Company. This will not only make users more satisfied, but also let XX company know more about the general situation of XX cars in the market.
4. Blog promotion: put the introduction and links of corporate blogs on the home page, so that more people can understand blogs and talk to XX directly. In the "Olympic Games", it really showed its great commercial value and unique strategic charm. This way mainly reflects the huge role of blog public relations in online marketing. XX car creates a direct form through the network conference room. Through this form, people from all walks of life related to GM have the opportunity to have a direct dialogue with XX. With these feedbacks from customers, employees, investors, etc. XX will grow into a better company and provide better products for customers. Through blogs, managers of XX can express their opinions in their own language, and directly listen to the feedback of people who are enthusiastic about XX and interested in what the company is doing without anyone's filtering.
(B) the establishment of community-XX online
The cost of building a community is not big, and the funds are mainly spent on the promotion of the community. With XX car as the strong backing, the odds are great. Even if it fails, it only loses the construction funds. Promotion can only be attached to the promotion of enterprise products, so it can't be counted in community construction funds. Products already need to spend money on advertising. If the community does well, the direct benefit is to get a good online advertising platform, which is incomparable with advertising on other people's websites. At the same time, it can well understand customers' needs, master a lot of information about netizens, and re-plan and integrate business models and policies under the network environment, so that the enterprise marketing system and various functions of the Internet can be organically combined into a new on-line marketing. The system includes finding new business opportunities, restraining competitors, finding, attracting and retaining customers, and adding value to one's own brand by increasing products and services. How to build this community? The mode of community is mostly the same, mainly to achieve better interaction with netizens, so the community should provide.
More comprehensive BBS, powerful blog with beautiful interface, music, movies, games and so on attract netizens. These are only the initial construction, and the whole community should be updated and upgraded according to the needs of netizens to ensure the retention of users.
The promotion method of intransitive verbs website
The first stage: after the completion of the XX website, online games or surveys will be held during the listing of new cars, and advertisements will be placed in Tencent QQ and Shanda Fang Hao to attract netizens to browse the XX homepage.
The second stage: after attracting netizens, XX Online will be launched immediately, and advertising materials of XX Online will be added to all advertisements of XX. The community cooperates with game operators and some software operators to provide virtual items such as activation codes and use rights of certain games and paid software products to netizens through XX Online Limited to attract more customers.
Summary:
A successful network marketing activity must have its uniqueness. Whether it is positive, side or behind the promotion or hype, there must be events and news familiar to public netizens, which are easy to be remembered by netizens and can produce positive or negative voices. Only in this way can the promoted activities and products attract public attention and discussion.
The power of a single network promotion company is limited, that is, using all channels on the Internet, media promotion can not achieve the expected results. Only by relying on the powerful force and accurate connection of hot news and events at that time can we expand the speed and scope of promotion. Through effective intervention in hot news events on the Internet and media, we can effectively speak out, thus achieving great results with small investment and small operation.
For online video marketing, it is a good new marketing model. Video websites such as Youku and Tudou are easy to publish and have a large number of people. In addition, the relationship between headlines and event news, as well as the external promotion of video, can improve the viewing rate of video. This is a powerful way to promote online marketing.
202 1 year automobile marketing plan model essay 31, activity background
With its brand awareness and reputation at home and abroad, XX's sales have increased greatly over the years, which is well-known. At the same time, it has become the ideal and ambition of XX to provide higher quality service at the right time, meet the needs of consumers, let people who know how to enjoy life better and provide the most influential service for the market. With the help of public welfare activities, XX automobile enters the community and has zero-distance contact and interaction with the target customers, which will attract the attention of all sectors of society, enhance the brand status, make the brand deeply rooted in the hearts of the people, gain further recognition from consumers, and eventually become the most loyal customer of XX automobile.
Second, the purpose of the activity
1, which perfectly combines the target consumers' pursuit of dignity, status, identity, brand, fashion, safety and high-grade to meet consumers' psychological needs.
2. Take advantage of the relaxed psychology people yearn for in summer, and launch personalized, fashionable, relaxed and public welfare activities to let consumers experience the relaxed mood in summer.
3, through the combination of brand and public welfare, improve the media hype and promotion.
4, through a series of activities to close the distance between consumers and XX, improve the company's brand image.
Third, the focus of the activity
1, for customers: pursue fashionable and noble consumer demand, experience the true meaning of life and show individual taste.
2. For the media, public welfare activities will attract the attention of many media, become the focus of their propaganda, promote consumers' buying behavior, and create brand atmosphere and product value.
3. For enterprises: understand consumer psychology, build confidence, strive for success and enhance brand image.
4. For the industry: we should not underestimate it, wait and see, and recognize the brand positioning and functional value of products.
Fourth, the effect evaluation
1. After this series of activities, it will bring a qualitative leap to XX car sales. The market will have a higher level of clear understanding and impression on XX cars!
2. It is bound to become the focus of social and media attention. It will play a great role in establishing the brand image of XX automobile and spreading the brand image!
Verb (abbreviation of verb) Arrangement of time and place of activity (to be determined)
Activity of intransitive verbs
1, "Caring for Children to Achieve the Future", an interactive activity jointly organized by XX Automobile and a large community, attracted many children in the community to participate enthusiastically. With the help of teachers and parents, the children drew their favorite XX car-"My favorite XX children's painting tour". Give full play to children's imagination and enthusiasm for cars.
2. "The taste of life is extraordinary."
"XX Quality Life Noble Night", together with the owners, * * * learn extraordinary things, taste life, and * * * share quality life to bring success and joy. Cars, wine, Latin performances and various exhibits are mixed together, bringing a beautiful event. Share extraordinary moments, pass on quality life, share XX quality life with the majority of owners, and bring success and joy.
3. "Test Drive to Realize Dreams"-XX Perfect Driving Sharing Activity, a one-day in-depth test drive and treasure hunting experience in Conghua Road, allowing customers to experience the performance of vehicles and add more relaxed elements. During the period, all kinds of road experiences of urban roads, expressways, highway sections and township roads make you fully appreciate the fun of driving in XX. The destination of this ride is Baoqu Rose Garden, and the fragrance of the rose garden adds a bit of warm and romantic fun to this trip.
4. "Wonderful Movies and Your * * * Returns" broadcast various cinema blockbusters, which were liked and welcomed by the community owners. Open movies bring a warm feeling to everyone. Although it was not as shocking as the cinema, it brought more memories and fun to watch together for the whole family.
5. Public lecture on automobile safety
The host and guests turn professional automobile knowledge into real cases that are easily accepted and understood, and pass them on to the owners to correct the mistakes that drivers and passengers often make in their daily lives. Face-to-face contact with car owners and bringing them a safe car life concept is to advocate that car owners can enjoy the fun of cars and live a safe car life at the same time. The activity combines interesting safety games with intuitive live demonstrations, and vividly conveys boring safety knowledge to everyone in the activity.
6, automobile daily maintenance lecture
7, online car market, car source, modification and other consulting activities.
8. Collect opinions and suggestions on the spot.
9, car models, beauty performances
10, car audio, car modification (cool car) exhibition
During the activity, many customers experienced the essence of XX brand "breaking through technology and pursuing Excellence", and at the same time brought rich and colorful cultural life to the community, inherited the dignity of XX, and brought more customers distinguished enjoyment.
Seven. field service
Service 1: Car owners who register in front of the booth on the same day will be rewarded with 500 yuan vouchers, which can be used in cash when buying a car.
Service 2: On that day, the technical experts of the service station provided several free services for the owners of the community, such as free inspection, free tire pressure inspection, free addition of engine oil, free addition of glass water and free addition of antifreeze. And apply for a 60% discount maintenance membership card on the spot.
Eight. Integration of resources
Share customer resources with wedding photo studio, furniture, real estate and other industries, carry out large-scale joint exhibition activities, and make full use of resources from different industries to achieve a win-win situation.
Nine, joint marketing
At the same time, car audio-visual navigation manufacturers, car interior accessories manufacturers, car exterior accessories manufacturers and spare tire manufacturers on the road are invited to use the platform for brand promotion, interaction and sales.