As 2011 is drawing to a close, the small growth in the auto market seems to be a foregone conclusion. In this year’s market, the “first group†of sales represented by North-South Volkswagen, Shanghai GM, and Dongfeng Nissan each has different winning stunts. New cars and marketing have helped these brands win titles in certain market segments for many years. However, people in the industry believe that the success of the layout of the "value industrial chain system" in the upstream and downstream is the foundation for the future automobile brand development in China.
Brand Value
Need a "chain" to improve
From a traditional point of view, the entire industry chain is a very heroic formulation, because there is no long-term history of accumulation, there is no basis for the scale and layout of assets, the general enterprise is difficult to establish a business model of the entire industry chain. If you look at the cross-sector perspective, COFCO can be described as a business model in China that advocates the entire industry chain. They believe that the entire industry chain is to enhance the company's own intentions, to improve the ability to use existing resources and future resources to control, so that resources in the interaction and excitation of the energy concentration, and work toward a common goal.
The same applies to the marketing and dissemination of automotive brands, and the value proposes to use the industrial chain to dominate the brand's value chain. The first step in building a brand value chain is to define the value of the brand promised to users. Unlike narrower brand values, brand value is not only a series of tangible and functional features, but also its intangible, emotional benefits and “identity†logos. The latter is a long-term competitive advantage and continuous loyalty. Foundation. Experts from the Advertising Department of the School of Journalism at Wuhan University believe that the brand service industry cannot be limited by narrow positioning. Brand services must be extended to the upstream and downstream of the value industry chain as an industry.
Car sales not only sell cars
Pay more attention to relevant industry services
There are many ways to succeed in the auto market. For example, the North and South Volkswagen are focusing on heavyweight new cars. The brothers of New Passat [review picture forum] and New Magotan [review picture forum] are not only lively, but also have achieved sales. win". Shanghai General Motors seems to be more commendable for its overall marketing. Not only did the "Transformers Forum" 3 this "imported product" pushed the Chevrolet this year, but at the end of the year it again cooperated with the "Chopstick Brothers" to launch a micro-film." father". As another car company in the first group army, Dongfeng Nissan is based on the development of the value chain of the automobile. In the eight years since its establishment, the factory has been focusing on the construction of its service business. In 2003, the factory established a "sentimental service" covering every aspect of people, cars, and life, providing consumers with a full range of services from buying a car, using a car, repairing a car, keeping a car, to changing a car; Cars, easy car rentals, car loans form a strong “safe car purchase†camp, allowing consumers to easily realize the dream of a car life; “five peace of mind†comprehensive services, insurance stewards and “CARWINGS Chi Heng†through more humane services , ensure that the owner can enjoy every minute of car life comfortably; car easy to change the first to put forward the "one-stop second-hand car replacement service" concept, to provide consumers with a more convenient and convenient way to upgrade the car; new listing of N -Club, which initiated a new model of car loyalty-based marketing points system led by car manufacturers, and made the latest comments on the “customer value†of the post-auto era. With the continuous advancement of the service industry, the factory has carried out innovations and upgrades of "sentimental services." “N Extended Insurance†allows vehicles that have passed the warranty period to enjoy the original service at a lower price. The benefit vehicles and beneficiary areas are continuously expanding, allowing more owners to experience the “big money and big insuranceâ€. Affordable; insurance manager to carry out the "accident speeding project", the simultaneous implementation of claims and maintenance, to achieve a "quick-claim" fast claims; "car easy change" to enter the e-commerce platform, with the help of Dongfeng Nissan second-hand car site, can be at home Completion of the "for" car; "N easy loan" query platform, but also allows consumers to master the progress of car loans. The rapid expansion of these automotive-related fields has helped companies grow rapidly. Not only accomplished the goal of 772,000 units ahead of schedule, it also hit the target of 800,000 units, refreshing the joint venture's sales expansion speed, setting a record of 3 million for 8 years.
In addition to the new car market, the development of the value chain has also extended to the used car market. The Anji used car brand of SAIC Group determined to become the founder of the full value chain of used car brands. AICS is one of the representatives. It is understood that AICS is an abbreviation of Anji Motor Vehicle Testing and Certification System. It is a motor vehicle testing and certification system developed independently by Anji used-car and has independent intellectual property rights. It contains two subsystems: Anji Motor Vehicle Inspection System and Anji Motor Vehicle. Authentication system. The goal is to gradually become the brand's “all-round used car service expert†in the eyes of consumers.
Value Industry Chain Promotion
Core competitiveness of enterprises
Experts pointed out that for Chinese car brands, currently only by virtue of a strong brand concept and practical ability of the entire automobile industry chain, leveraging the leverage of the automotive brand market, seeking breakthroughs from the entire value industry chain to local companies, through the promotion of value The integration of industrial chain to improve the company's core competitiveness.
Experts also reminded that building a brand value chain requires the cooperation of all business segments of the company, but the resources of the company are often limited, and it is difficult to carry out integration work at the same time. The more effective proposal is to start from the links that do not meet the brand value and gradually extend to other links. This will ensure that the company's brand value chain can be established smoothly.
Brand Value
Need a "chain" to improve
From a traditional point of view, the entire industry chain is a very heroic formulation, because there is no long-term history of accumulation, there is no basis for the scale and layout of assets, the general enterprise is difficult to establish a business model of the entire industry chain. If you look at the cross-sector perspective, COFCO can be described as a business model in China that advocates the entire industry chain. They believe that the entire industry chain is to enhance the company's own intentions, to improve the ability to use existing resources and future resources to control, so that resources in the interaction and excitation of the energy concentration, and work toward a common goal.
The same applies to the marketing and dissemination of automotive brands, and the value proposes to use the industrial chain to dominate the brand's value chain. The first step in building a brand value chain is to define the value of the brand promised to users. Unlike narrower brand values, brand value is not only a series of tangible and functional features, but also its intangible, emotional benefits and “identity†logos. The latter is a long-term competitive advantage and continuous loyalty. Foundation. Experts from the Advertising Department of the School of Journalism at Wuhan University believe that the brand service industry cannot be limited by narrow positioning. Brand services must be extended to the upstream and downstream of the value industry chain as an industry.
Car sales not only sell cars
Pay more attention to relevant industry services
There are many ways to succeed in the auto market. For example, the North and South Volkswagen are focusing on heavyweight new cars. The brothers of New Passat [review picture forum] and New Magotan [review picture forum] are not only lively, but also have achieved sales. win". Shanghai General Motors seems to be more commendable for its overall marketing. Not only did the "Transformers Forum" 3 this "imported product" pushed the Chevrolet this year, but at the end of the year it again cooperated with the "Chopstick Brothers" to launch a micro-film." father". As another car company in the first group army, Dongfeng Nissan is based on the development of the value chain of the automobile. In the eight years since its establishment, the factory has been focusing on the construction of its service business. In 2003, the factory established a "sentimental service" covering every aspect of people, cars, and life, providing consumers with a full range of services from buying a car, using a car, repairing a car, keeping a car, to changing a car; Cars, easy car rentals, car loans form a strong “safe car purchase†camp, allowing consumers to easily realize the dream of a car life; “five peace of mind†comprehensive services, insurance stewards and “CARWINGS Chi Heng†through more humane services , ensure that the owner can enjoy every minute of car life comfortably; car easy to change the first to put forward the "one-stop second-hand car replacement service" concept, to provide consumers with a more convenient and convenient way to upgrade the car; new listing of N -Club, which initiated a new model of car loyalty-based marketing points system led by car manufacturers, and made the latest comments on the “customer value†of the post-auto era. With the continuous advancement of the service industry, the factory has carried out innovations and upgrades of "sentimental services." “N Extended Insurance†allows vehicles that have passed the warranty period to enjoy the original service at a lower price. The benefit vehicles and beneficiary areas are continuously expanding, allowing more owners to experience the “big money and big insuranceâ€. Affordable; insurance manager to carry out the "accident speeding project", the simultaneous implementation of claims and maintenance, to achieve a "quick-claim" fast claims; "car easy change" to enter the e-commerce platform, with the help of Dongfeng Nissan second-hand car site, can be at home Completion of the "for" car; "N easy loan" query platform, but also allows consumers to master the progress of car loans. The rapid expansion of these automotive-related fields has helped companies grow rapidly. Not only accomplished the goal of 772,000 units ahead of schedule, it also hit the target of 800,000 units, refreshing the joint venture's sales expansion speed, setting a record of 3 million for 8 years.
In addition to the new car market, the development of the value chain has also extended to the used car market. The Anji used car brand of SAIC Group determined to become the founder of the full value chain of used car brands. AICS is one of the representatives. It is understood that AICS is an abbreviation of Anji Motor Vehicle Testing and Certification System. It is a motor vehicle testing and certification system developed independently by Anji used-car and has independent intellectual property rights. It contains two subsystems: Anji Motor Vehicle Inspection System and Anji Motor Vehicle. Authentication system. The goal is to gradually become the brand's “all-round used car service expert†in the eyes of consumers.
Value Industry Chain Promotion
Core competitiveness of enterprises
Experts pointed out that for Chinese car brands, currently only by virtue of a strong brand concept and practical ability of the entire automobile industry chain, leveraging the leverage of the automotive brand market, seeking breakthroughs from the entire value industry chain to local companies, through the promotion of value The integration of industrial chain to improve the company's core competitiveness.
Experts also reminded that building a brand value chain requires the cooperation of all business segments of the company, but the resources of the company are often limited, and it is difficult to carry out integration work at the same time. The more effective proposal is to start from the links that do not meet the brand value and gradually extend to other links. This will ensure that the company's brand value chain can be established smoothly.
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