Marketing practice hard finishing touches.doc

 PAGE \* MERGEFORMAT 13 Marketing practice hard ‘finishing touches’ Marketing value chain as the automotive industry’s largest value-added sectors, known as winning the ‘finishing touches’. Shanghai General Motors first introduced as a domestic brand car monopoly companies in brand building, marketing and after-sales service network of the establishment, management and development at its own points worthy of note. Interview with Xinhua, Shanghai General Motors Corporation Mr. Sun Xiaodong, director of marketing. Reporter (hereinafter referred to mind): Would you please talk about the Shanghai General Motors as a whole marketing system and marketing philosophy is like? SUN Xiao-dong (hereinafter referred to Sun): First of all, from the marketing system is concerned, Shanghai GM adhering to market-oriented, user-centric concept. This is the most fundamental things. In this concept under the guidance of the strategic level have a number of key initiatives, including the following aspects: First, to build their own brand strategy. At that time our goal is to foster the same time, Shanghai GM Buick, and two represent the brand products and enterprises between the two are complementary. A strong brand and strong business at the same time to build. Second, the establishment of a competitive network, including sales network and after-sales network. This is a new network, which is reflected in our new and distributors to establish a mutually beneficial and win-win, long-term cooperative partnership. The third area, pay attention to after-sales service, pay attention to the cultivation of word of mouth to establish after-sales service into a unique advantage. Fourth, we emphasize the establishment of long-term dialogue with customers. CRM is usually spoken of outside the system, the customer relationship marketing, we are the first domestic automobile manufacturers to establish. Fifth, we want to build a more efficient operation of systems, including storage and trans