The development of the domestic auto industry in recent years has made us look at each other for a few years and is higher than the rapid GDP growth. Behind the rapid development of high-speed development, in the industry-specific technology-oriented and high-speed expansion of the special environment, in the marketing, strategy and management, what kind of real situation exists in domestic enterprises to continue to promote the industry quickly Development, or what problems may still exist, and the industry may have some discordant development in the future? This is an interesting topic and a meaningful one.
Driven by this idea, a recent survey of some domestic automobile manufacturers was conducted in the form of rigorous internal interviews, market visits and second-hand data collection. After the data and questionnaires are collected and summarized, through the comprehensive analysis and research of the project team, the following basic conditions are obtained.
1. Most of the surveyed companies do not have a clear strategic plan.
In general, after interviews, quite a few CEOs are not clear about the strategy, specifically in the pursuit of internationalization and technology orientation. These internationalizations, going abroad, rushing to the world, technological innovation, etc. are more empty and have no market. Detailed analysis for support, but also less able to hang with the resources, strength, history, etc. of the enterprise. If a company exports to two or three countries in the third world, it says that the next step is to attack the United States. There is no expectation that its products will be sold in such countries. Even the trademark issue may be difficult to solve because the names of these products are abroad. I have already been registered!
Even if some enterprises have certain strategic plans, they have not been implemented to the strategic objectives, that is, to achieve a specific goal in terms of sales targets, product structure, profitability, and enterprise management within a few years. Some enterprises have been internationalized for decades, but the real internationalization goals are not even clear to the bosses, or they are changed again and again. This year will be pushed to next year and next year will be pushed to the next year. . . . . . If a company is hollowed out due to international planning, now employees have formed a kind of thinking inertia: the international company leader said that it is to be done, but we don’t have to consider it in specific behavior, haha, because this is just a shout It has been an empty slogan for many years!
In some state-owned automobile manufacturers, there are many cases of blind expansion, inaccurate estimation and analysis of the market, and difficulty in analyzing market trends. Some commercial vehicle companies are blindly engaged in passenger cars, often failing to make mistakes, and more than one billion or even billions are difficult to recover. For example, a certain company has been doing pickup trucks and then launching SUVs. Recently, it is ready to launch a sedan product. The sales of SUV products are not satisfactory. Whether or not the withdrawal is still under consideration, the car will be launched intensively!
Most companies saw the market as good, but did not see the market's consolidation period and contraction period, which was too optimistic. Therefore, in strategic planning, it is difficult to see the future. In this way, when market conditions change, it is often difficult to avoid failure and loss.
2. Most of the surveyed companies are marketing-oriented strategies.
For the automotive industry, cars are durable consumer goods. Consumers buy only one or two times in their lifetime. When consumers buy products, they not only pay attention to their “sportsmanship†function, but also need to give their unique personality, even to build a long-lasting life. Emotions. Therefore, the foreign auto industry is mainly brand-oriented or brand-oriented under technical conditions. Such as Mercedes-Benz, BMW, Beetle, etc. are all built through the brand connotation, thus establishing a proud brand, providing a strong support for the long-term development of the enterprise and resisting competition.
In the survey enterprises, the market orientation is very important, and brand orientation is very important. However, in the course of the investigation, most of the middle management personnel think that the company is doing very badly in the brand and the market. The pursuit of sales by corporate leaders has led to market costs being tilted towards channels, brand weakness, not to mention the brand's reputation and loyalty, which has plunged into a strange circle of competition with rival prices and constant price cuts to attract consumers. As a result, brands No, the price is very low, and sales are still not going up.
In the course of the investigation, due to the one-sided pursuit of sales, the support of a large number of dealers and the support of the sample car, the situation of less and less profit is also present.
Third, the domestic automobile production company's marketing strategy is mainly price war and dependent dealers
Due to lack of brand orientation and market orientation, companies are doing more marketing rather than marketing. In addition to the ability of the business personnel themselves, sales can only rely on price to win. If the business people are old employees left behind in the old system, they have insufficient ability and passion, so they can only rely on dealers.
As a result of the price war, domestic enterprises have entered the strange circle of inferior marketing means marketing. As a result, the profitability of the company is getting worse. Relying on the dealers makes the marketing expenses and marketing process of the enterprise difficult to control. At the end of the day, more and more enterprises have chaotic sales management, and the market order is poor and people are overstaffed.
Relying on dealers, the management of the enterprise market is becoming weaker and weaker, and the phenomenon of large-scale enterprises restraining enterprises has emerged. This has made the company's strong position more and more shaken.
In the case of insufficient marketing capabilities, some companies have also relied on constantly pushing new products to achieve sales performance. How much new products can promote dealers to suppress goods, but companies are less likely to consider the promotion of new products, the input-output ratio is often not worth the loss.
Fourth, the marketing management methods of domestic automobile production enterprises mainly rely on strong pressure indicators and rely on individual heroism.
In the survey of surveying enterprises' marketing management methods, team operations, company planning and implementation, and high-commitment strategies are not dominant or mainstream in the industry, but strong pressure indicators and relying on individual heroism have become many investigated. The consensus of people.
Since some companies in the survey started from the original sales of cars, the sales methods were single and the consumer groups changed a lot. Therefore, when selling cars to individuals became the main sales direction, they were difficult to adjust and upgrade their own. The level of sales, so, has to rely on strong pressure. In some companies, front-line employees have a strong understanding.
Today, more and more people are working on the team. Many industries have already realized that one's ability can't fulfill the increasingly heavy tasks assigned by the company. In the automotive industry, there is still much room for improvement. The sales general manager of some enterprises is transferred from the technical or human resources department. Their sales operation and management level are limited. It is necessary to improve the team operation level and personal knowledge and ability of the whole team.
5. The main means for enterprises to crack down on competitors is to rely on business people to fight hard.
In the survey of enterprise competition means, enterprises that win through brand building and product design account for a small number, and giving customers discount is a certain means, but the main means is to rely on the personal ability of business personnel, which is related to some international famous brands. There is a big gap in the means of competition.
In an interview with the chairman of a company, he clearly stated his confusion: "My company's current marketing improvement is facing such a change, from the original trade to the current sales, from the current sales to the real Marketing. However, for the reality of the company, this road does not know how long it will take?"
6. The main competitiveness of the enterprise is the price.
In the investigation of the competitiveness of enterprises, one side seems that the main competitiveness of enterprises comes from the price that is superior to the opponents, and the aspects of design, quality, style and unique technology are basically not the competitiveness of enterprises.
This is actually a very helpless understanding. The price itself is not a company's competitiveness, because this is a method that everyone can use. And when companies are taking prices to compete, the development of this company will be greatly reduced. In the course of the investigation, ask them, can price really become the main competitiveness of enterprises? They are all negative!
Seven, the main problems to be solved by enterprises are marketing strategy, product system planning and channel problems.
Most of the companies have solved their marketing problems. Most of the companies have unanimously expressed their hopes: the marketing strategy of the company should be clear and clear, and it should be the road sign and guide for them to fight in the market. Among the companies surveyed, there are phenomena in which employees do not know what management wants them to do and how to do it. When a company goes to the market, they are confused, and they have no direction, they can only estimate themselves. Right, it hits it. If you are wrong, you can't think of the problem.
In terms of product system planning and channel issues, some of the companies surveyed believe that there is room for improvement. The lack of these two legs has made these auto industries less competitive in the face of competition from international companies.
In short, in the survey enterprises, it shows that the marketing of each enterprise is still in a stage of greater improvement. If it can be upgraded in macro marketing planning, channel operation and management, and overall market operation, it will enable the industry to adapt to the characteristics of the international operation of the local market, thus creating a marketing level and competitiveness that can be in line with international standards. China's auto industry.
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