Automobile channels- non-traditional marketing era has arrived.docVIP

 PAGE \* MERGEFORMAT 11 Automobile channels: non-traditional marketing era has arrived Yesterday, the plan failed to keep pace in today’s market changes quickly, the new marketing era has arrived. If you carefully observe phenomena on the market today, you will find that the success of auto dealers have been more or less a problem, relying on the brand power of attorney be passive holding of ‘shopkeeper’ era long gone. In two consecutive years of sales ‘blowout’, after May 2004, the Guangzhou auto market for the first time there is not the busy season scene. Long, experts say: Automotive Marketing has entered a deep-water period, because the price war not working, and new models not working, and advertising campaign is not brilliant. However, this is only slightly exposed tip of the iceberg, car non-traditional marketing era has arrived! Auto traditional marketing four crimes The traditional concept of marketing in the past made a significant contribution, but now the marketing environment has changed, yesterday’s success is becoming today’s trap, same old marketing concepts are endangering a large number of car dealers ... ... A sin: ignore common sense We always thought that marketing is a highly unpredictable business, so are caught in a ‘disregard for common sense’ mistakes were. Such as distributors race to cut prices, ignoring the consumers ‘buying up not to buy or’ common sense. Consumers have such features: up to buy or not buy, do not buy a car, you are more price cuts, the more he holding cash at hand watching; bought a car, and you are falling fast, the more he felt did not face before friends and relatives. Two offenses: ignoring Brand Automobile Dealers generally neglect their own brand building. Ignore the consequences of brand building, leading to vicious competition among distributors homogenization, the loss of bargaining power and negotiating with manufacturers, the lack of a loyal consumer. Motor vehicles are the manufacturers of the