汽车营销论文英文文献.docVIP

Foreign automobile marketing mode rare reference to the research for the automobile marketing mode, and also rare. After the existing data collection and found that foreign automobile marketing mode of literature concentrate on franchising (4S monopoly) in the field. John S Kiff (2000) view is that the car manufacturers, franchise model represents a low input, low-risk and control channel for the market. Franchise mode on the car because franchisees have many requirements, such as the minimum level of sales and service capabilities. Car manufacturers do not need to sell part of investment capital and management, these tasks borne by the dealer. Johny K Johansson McCrane / shaker (1998) that the franchise model is the most important features of manufacturers and distributors from the zero-sum race into a mutually supportive relationship between the win-win relationship. Abell, Mark (1993) found that consumers store to buy a car through the license, especially high-end cars, not only the purchase of the product itself, but more importantly a symbol of status, peer recognition and the reality of mans spirit so that if The expensive high-end cars with poor car market crowded together on the show, will greatly reduce the value of the former. On automobile marketing mode, many of our scholars from different angles, using different methods to make their respective contributions, mainly in the following areas: Sized Enterprises Jiang-hui, Multinational Automobile Marketing Models (2004) proposed: the current mode of the general framework of the car market is divided into three main elements: marketing ideas, marketing organizations and marketing. Construction of the network from the marketing point of view, the network marketing model into construction mode, and network by network models and patterns; from the marketing organizations point of view, the agent system into marketing mode, auto trading market system, distribution system of licensing, multi-brand specialty forms