In the first half of the year, the unexpected deceleration of the Chinese auto market was not only anxious for manufacturers, but also the distributors who directly bear market pressure. The joint efforts of manufacturers and merchants to save the market have become the most natural choice. Recently, Huatai Automobile and the eight-region dealers established the Huatai Automobile Marketing Advisory Committee, which has attracted widespread attention from the automotive industry. Many people believe that Huatai Automobile's pursuit of full cooperation with its distributors from the strategic to the tactical level indicates that the Chinese automobile market has entered the era of overall marketing in which manufacturers join forces to respond quickly to market demands. Dealers Participate in Political Affairs and Consultation to Create a Rapid Response Mechanism for Manufacturers Huatai Automobile has established a marketing consulting committee to allow distributors to participate in manufacturers' marketing strategies. This is a precedent in the Chinese automotive industry. Responsible person of Huatai Automobile said in an interview with reporters that the establishment of the marketing advisory committee has two meanings: First, push and pull forces to create a rapid response mechanism. Distributors stand at the front of the market and can feel the market warm and cool most. They are regularly held by the Marketing Advisory Committee to collect feedback from distributors from the front line. Second, establish a deep relationship between distributors and manufacturers. Allowing distributors to participate in corporate marketing strategies is conducive to the enthusiasm and initiative of dealers. At the same time, Huatai Automobile and local distributors are also more closely linked to advance and retreat together to form a linkage mechanism between manufacturers and merchants. The overall marketing ideas of China's auto market are at an exploratory stage. Huatai Automobile established a marketing advisory committee, which is a powerful trump card for the current status of the auto market. China’s auto market is still at an ascendant stage of development. It can truly have a pair of eye-catching eyes and open up the chaotic automobile market. Seeing the essence of “Jinding†actually does not exist, and there is no universal key that has become a universal solution for all manufacturers. Therefore, Huatai Automobile's establishment of a marketing consultancy committee is also a manifestation of the overall tension of Huatai Automobile Co., showing that Huatai Motors, which is also in the same rising stage as the Chinese automobile market, intends to seek a breakthrough in an extraordinary period of time, so as to become a strong and ambitious ambition. . “Relationship Marketing†Analyzes the “Marketing Advisory Committee.†From a marketing perspective, Huatai Automotive’s marketing advisory board is a form of relationship marketing. One of the distinguishing features of the relationship marketing model is that it defines the "market" differently. It proposes both an "internal" market and an "external" market. The internal market consists of internal staff members. Their attitudes and enthusiasm have a direct or indirect impact on customer relations. External markets include not only end-user markets but also supply. Business, sales channels, etc. The reporter interviewed the relevant person in charge of Huatai Automobile and also confirmed the assertion by the reporter "relationship marketing." According to reports: At present, Huatai Automobile is continuously building five strategic development systems: product introduction and independent development system, accessory system, marketing network system, talent introduction and training system, and innovative management system. From Huatai Automobile sales network, after-sales service network continues to expand; from the introduction of talents with many years of international auto company management experience; from external foreign designers, secretly independent development of new models, etc., Huatai Automobile "internal relationship marketing" The offensive is evident. Huatai Automobile has been working hard in the company and at the same time has realized that "marketing is not fixed and the market is changing every day". Sales terminal work is a combination of principle and flexibility, and it is a dynamic game process. Huatai Motor Co., Ltd. felt that the distributors were hard-pressed in the market and felt the urgency of listening to the market and grasping the pulse of the market; dealers standing at the forefront of the market also wanted to hear the opinions of manufacturers. , They showed a strong sense of participation in the manufacturers' market planning strategies. Under such circumstances, Huatai Automobile and its distributors have taken a swift stance and created new ideas for car marketing. This is to allow distributors to participate in manufacturers' marketing strategies, so that manufacturers can quickly grasp the sound from the front line of the market. Formulate market-oriented product policies, business policies, and price policies. Although Huatai Automobile and local distributors are different entities, they have come together because of common vehicles and common brands. They are doing common things: facing the challenges of the market and facing the challenges of users. As a result, Huatai Automobile Marketing Advisory Committee came into being. Grasping the importance of terminal distributors in various auto manufacturers have tried various marketing methods, in the auto market to hone growth, Huatai Automobile set up a marketing advisory committee is just an example of "inspection leopard". As a car manufacturer and merchant, the direct purpose of business is to sell profit, and the most direct competition for sales is in the terminal, and the terminal is the frontline of the business war. Therefore, seizing the commanding height of terminal sales competition has become a crucial battle. Whether it is to carry out after-sales services, consumer interaction activities, or the establishment of a marketing advisory committee, are to obtain information from the terminal. The success of a product is determined by three factors. One of the three factors is negative. The product will be eliminated. Both: the first vote, the consumer satisfied with the product; the second vote, the middleman to operate a profitable product; the third vote, the company's operating products ultimately have a profit. This phenomenon is the "three-vote veto system for products" in marketing. In this sense, the distributors not only directly face the end users, but also directly face the manufacturers and become a deciding pawn. Huatai Automobile set up a marketing advisory committee to take a look at the long-term power of this piece of chess... Hu Ruiqe Background Information On August 12, 2004, Huatai Automobile officially established a marketing advisory committee. Huatai Motor intends to use the Marketing Advisory Committee to implement the joint efforts of manufacturers and merchants to jointly build a rapid market response mechanism for Huatai Automotive. Huatai Automobile Marketing Advisory Committee is composed of representatives of Huatai Automobile and distributors of eight major sales regions. The purpose of this committee is "scientific, objective, and rigorous." It makes full use of the forward-looking grasp and profound insights of distributors from all over the country. The automobile brought new marketing ideas and rationalized opinions, making the implementation of Huatai Automotive's decisions more market-oriented and scientific. The Huatai Automobile Marketing Advisory Committee will hold regular consultation meetings. In special circumstances, an ad hoc meeting will also be held. The theme of the conference involved major strategic decisions of Huatai Automobile, regional market allocation rules and marketing strategies, regional advertising strategies, and the construction of after-sales service systems and improvement measures. The committee approved the "Marketing Advisory Committee Charter" and elected the first chairman of the Marketing Advisory Committee.
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