汽车营销新模式（New model of automobile marketing）.doc

汽车营销新模式（New model of automobile marketing） Automobile chain supermarket is the mainstream mode of automobile sales in China in the future Chain sales will become the mainstream channel model, the core reason is that this channel model is well adapted to meet Chinas consumption patterns and characteristics. Chain enterprises especially the national chain makes its orders than other forms of channels to order, large amount of inevitable requirement of producers to provide lower prices or more preferential models for the retail, in view of a large amount of production enterprises, whether forced or active, the final result can only meet the requirements of chain enterprises. Chain enterprises to take advantage of preferential prices will gradually expel other forms of channels out of the market, so as to further increase its sales, further increase sales and makes the chain enterprises have more strength to get lower prices and more preferential models from the manufacturer, to further reduce the price of cars. The consumption characteristics of this point and Chinese car is the same: Chinese car is the fastest growing economy and mid-range models, this part of the consumer groups are more sensitive to the price, the supermarket chain just to meet this point. Therefore, the supermarket chain positioning in the middle and low models, whether it can occupy the leading role in the channel core. At the same time, along with the chain scale expansion, the channel strength enhancement, objectively has played the conformity automobile producers function, those less powerful dealers gradually fade out stage because cannot obtain the channel support. Chain sales operating more brands to meet the consumer order three requirements, eliminating the need for consumers because of low car brand is numerous and run around here and there trouble; at the same time, the final form of several chains dominate car market in a city situation can solve the car cumbersome problem: similar to B