管理学国际市场营销课件

1、Automotive industry is a high correlation of scale benefits are obvious, the importance of capital and technology intensive industries, is worthy of modern economic growth, leading industries and pillar industries, but also a countrys pillar industries. History shows that economic growth in develope

2、d countries, the auto industry economic take-off process has played a leading role in the new century, the rapid development of Chinas automobile industry, Chinas auto market has grown, and has been ranked third in the world, second only to the United States and Japan.Automotive industry is a high T

3、he development process of Chinas automobile industryIn 1971, Chinas auto output exceeded 10 million units;In 1980, automobile production exceeded 200 000;In 1992, automobile production exceeded one million;In 2002, the automobile production exceeded 3 million;In 2003, automobile production exceeded

4、400 million;In 2006, the new production of 1.57 million, growth 28%The development process of ChiCompetitionAt present, China has 355 brands, of which 69% own brand, but in 100 car brands, own brand only 37. Domestic sales of cars, the joint venture production of foreign brands accounted for about 9

5、0% market share, domestic brands are mainly concentrated in low-emission economy car, there are Geely, Chery, Hafei and so on.CompetitionAt present, China CompetitionAt present, China has 355 brands, of which 69% own brand, but in 100 car brands, own brand only 37. Domestic sales of cars, the joint

6、venture production of foreign brands accounted for about 90% market share, domestic brands are mainly concentrated in low-emission economy car, there are Geely, Chery, Hafei and so on.CompetitionAt present, China Chinas auto analysis of the political environmentSupport of national policy:1, the nati

7、onal strategy of independent innovation in the Eleventh Five-Year Plan as a national strategy of independent innovation, Chinas automobile industry pointed out the direction.2, the states industrial policies. As a national focus on the development of pillar industries, the state invested a lot of hu

8、man, financial, and accumulated a certain amount of talent and experience to lay the foundation for further development.3. Ban small cars. National Development and Reform Commission in January 2006, six departments jointly issued a circular requesting the cancellation of all for energy-saving small

9、cars driving routes and taxi operators and other limitations. This directly contributed to sales of small cars.Chinas auto analysis of the pLimitations of national policy:1, car tax. The current vehicle excise taxes too heavy, unreasonable structure, 17% VAT, 10% of the purchase of additional tax, 3

10、% to 8% consumption tax, there are countless variety of charges, resulting in consumers do not afford to use So, restricting the automotive consumer market. And highway toll stations and more, to increase consumer spending.2 national macro-control policies. China is currently financing a single ente

11、rprise, mainly by bank loans, since the countrys austerity policy, bank lending crunch, the financing problems faced by the private small and medium enterprises.Limitations of national policyThe corresponding part of the policies and regulations: passenger car fuel consumption limits: help curb the

12、momentum of rapid growth in energy demand Automobile Industry Development Policy: requires local governments to be abolished is not conducive to auto consumption policy accession to the World Trade Organization: to cancel car import quota management products, continue to lower car import tariffs sec

13、ond-hand car market management approach: used car market business diversification auto brand sales management for the draft: proposed authorization as long as car manufacturers, imported cars and domestic cars meet the demand can be sold. automotive industry Eleventh Five-Year Plan: the development

14、of own brands automobile industrial policy: a certain degree of ease of long-term problem in Chinas automobile industry development policy bottleneck problem.The corresponding part of the Economic factors are the basis for the automotive industry to take off. Since the reform and opening up, Chinas

15、rapid economic development has always been at the track, raise the level of the national economy. In the context of rapid economic growth, consumer durables market will maintain a trend of rapid growth, especially in Chinas auto market.As of 2008, Chinas economy has continued for five years to reach

16、 or exceed 10% growth rate, economists expect Chinas economy in 2008 will continue to maintain steady and rapid growth, Chinas economic prospects remain optimistic view.U.S. financial turmoil sweeping the worldFrom July 2007 the U.S. subprime mortgage crisis started five shock waves, leading to Bear

17、 Stearns and Lehman Brothers Asset Management has bankruptcy, Fannie Mae and Freddie Mac, two mortgage companies serious losses, the Fed and the Treasury to save the three injection City.Dragged down by the subprime mortgage crisis, Japans second-quarter GDP shrinking by 2.4% over last year, marking

18、 the biggest drop in seven years; Eurozone GDP fell 0.2% to an annual rate of 0.8%. This is the euro area since 1992, 15 countries suffered a decline in overall GDP for the first time, including Germany, France, Italys economy in decline. The sub-prime crisis still further.In addition, global inflat

19、ionary pressures is difficult to alleviate the short term. International economic environment, the potential risk of further accumulation, the world economy next year facing the possibility of a recession increases.Economic factors are the basisChanges in the domestic economy in the form:Currently l

20、imited by the financial crisis spread to the economy remained 8% growth, but Chinas biggest export setback.Severe contraction of domestic stock market, a great blow to investor confidence, the government adopted a tight monetary policy, foreign to domestic capital injection significantly reduced.Chi

21、nas wealth gap is too large, reflected in the cities and between urban and rural areas as well as consumers themselves, purchasing power variesEconomic impact on carFirst, the financing, the development of SMEs in serious but difficult.Second, the export trade of the affected car sales decline.Third

22、, the decline in the purchasing power of domestic consumersChanges in the domestic economSocial factorsFirst, people have a strong sense of national pride, but in the consumer, fawning is also a lot of own-brand home-court advantage is not obvious.Second, the size of the population goes without sayi

23、ng that the car growing consumer groups, and present the concept of conservative consumer, ahead of consumer awareness is not strong, the market potential is huge.Third, accelerated aging, the elderly population growing, but the basic corresponding untapped auto marketFourth, as the popularity of pr

24、ivate cars, people are more rational consumption of the brand, quality and environmental awareness is increasing.Fifth, transportation and environmental factors on the one hand, Chinas per capita road length is far lower than developed countries, has severely limited the popularity of cars, other pe

25、oples environmental protection requirements, short time constraints of the automotive industrys rapid development .Social factorsFirst, people Technical factorsTechnological backwardness. At present, the introduction of technology products to the international automotive 1980s level of about 30%, ne

26、w-generation products to develop the level of 80 years, 30%, 40% backward technology. Prominent among which is passenger cars and station wagons, most of the road is only suitable for short-distance passenger transport and urban public transport with a low-end products. Car key production technologi

27、es still controlled by the joint venture foreign hands, they are often reluctant to transfer technology. Currently, about our vehicle weight weight than similar foreign 10% -20%, 10% -30% higher fuel consumption, car mileage is generally the first failure 1,000 -2 one thousand kilometers, while fore

28、ign to 15,000 -2 ten thousand kilometers . In addition, electrical systems, fuel systems and accessories for performance, instability, general economic life of 10 million -15 million km, is only half of similar foreign cars.Same lack of development and design capabilities, the introduction of existi

29、ng products in addition to all that is mapping imitation, even if their design and the liberation of east 140 141, largely with reference to foreign models. And light trucks and cars is the lack of design and equipment, coupled with inadequate investment, it can not be independently developed. Parts

30、 factory technical force is more weak, the ability to develop new products even worse.The most prominent lack of personnel, especially technical personnel, management personnel are also missing. It is reported that China has the relevant technical personnel in the field of German studies. I believe that soon the country will be able to fully grasp the international community has proven electronically controlled fuel injection technology and electronic control technology and the body qi manufacturing technology. On the management side, Zhu Yanfeng, FAW, two steam Miao Wei as the rep