中英文资料对照外文翻译文献综述附录China's automobile development trend of the circulation systemFirst, brands and brand marketingBrand is the business of sustainable development one of the most important resource. In the Chinese automotive market development and the process of development, the concept of brand is being more and more attention, but, for many vehicle operators, the brand concept is very vague, they often attach great importance to corporate image of the shape, attention Product promotion, to the neglect of the brand value and role. On a business, the corporate image in the first level, at the second level of brand image, product image in a third level. A brand must exist in the enterprise, must depend on the tangible products (services), but the brand can be independent of the companies it represents, independent of the products it relies on the outside. Because enterprises can be mergers, joint or reorganization, bankruptcy may, for type or products can be updated, but the value of brands is eternal, is the value-added. With a product, for a brand can be worth 100 times, which fully demonstrates the important value of the brand. "Lamborghini" sports car in both the public by the German company acquired before or after the acquisition, brand image of the core values and not because of inter-enterprise mergers and change. Therefore, development, shape and brand management, corporate image is the fundamental, is the personification of product value.In the car with a strong personality of the car, the brand means that the market position means that the product quality, performance, technology, equipment and services and the value of its ultimate manifestation of the company's business philosophy. Brand recognition from its consumers, "are being added," the value chain and not "Canada is negative." This value chain by the people "reputation spread" and "the effect of" double drive. If consumers do not establish communication channels, can not obtain the trust of consumers, brand value is equal to zero.Brand is a soul, personality, environmental characteristics, is alive. Brand and the end result is the core of customer satisfaction. User satisfaction with the largest direct driving force comes from the use of the product results were satisfactory level. Products derived from the value of location and thus generate the feelings of value for money, it is these factors prompted enterprises have continuously develop new products, increase the technology content of technology and equipment, and continuously reduce costs, in other words continue to technological progress. The car is different from general merchandise, it has high prices, re-use, repeatedly put characteristics. Therefore, the user satisfaction of a more important drivers of marketing system is the level of services and functions of diversity, that is, dealer branding is a concrete manifestation, not only with the sale of products and achieve the interests of a single Function, should also have the market development, supply of spare parts, maintenance, vehicle beauty, insurance, licensing, leasing, hire purchase, old cars by then the whole transaction, information feedback, and many other features. Marketing channels is to build brand users to communicate directly with the bridge is to improve customer satisfaction in important areas.The traditional marketing system can not improve customer satisfaction and create brand image. Because they are horizontal, pluralistic, non-integrated. On the dealers, no brand or brands must be the result of the horizontal development of a single function, extended to other areas of business management, this way, the risks are great, difficult to manage, no image.The importance of vehicle brand marketing is the brand value chain from the decision, it must guide the distributors to develop in depth, through multi-functional integration and integration services to create more value and interest. The car companies, brand marketing, to concentrate manpower and energy market research, market development and is conducive to the planning, development and management of sales and marketing networks and distributors to increase the service functions and is conducive to market with product development and production of Convergence and cooperation is conducive to the market for forward-looking planning, to develop flexible marketing policy, and so on. It can stabilize the market, the development of the market, can be divided into regional, control prices, dealers can become a powerful helper competition in the market.Currently, Buick, Honda, Audi's sales and marketing networks are developing in depth. Their basic characteristic is the exclusive distributor operating on it, that is, specific franchise brand products, with independent distributors or independent legal person status,with independent financial accounting function, multi-function integrated, unified image of the entire network System showed a flat structure, directly facing the ultimate user sales.Second, China's automobile distribution system - from non-brand marketing brandmanagement to changeOne. China's automobile circulation system generally has experienced four stages of development:The first stage is planned economy period (1953-1979), during this period the basic characteristics of the automobile market is highly centralized management. State vehicle for centralized allocation of resources.The second stage is two-pronged period (1979-1985), and sales of motor vehicles into the management of the guidance and market regulation scheme of combining the operation system, the allocation of resources of "national market regulation, market guidance of the" model.The third stage is market-oriented period (1985-1997), enterprises will gradually become market-oriented production and operation, showed regional market demand, a buyer's market began to emerge. This phase is divided into two periods, the early cars is a seller's market, the latter part of a buyer's market.Several stages over the most essential characteristic of all non-brand management, especially market-oriented period, dealers, institutions are not independent, accounts unclear, features a single, market confusion, the layers of the wholesale market when the strong rush headlong into mass action , For resources, market weakness,competition.The fourth stage is to brand management transition period (1997-present), China's car market has started to brand management people into the initial stage, especially in 1999 to Shanghai GM Buick, Guangzhou Honda Accord, FAW - the public, such as Audi City people brand marketing system after the building as the hallmark, China's car market to accelerate the pace of development of brand marketing. Their dealer network from the appearance of the image to the internal layout, and input from hardware to software management, pre-market sale of after-sales service and a series of procedures, have a unified standard, uniform logo, the image of unity, unified management and Strict implementation of the training. Brand management can not only regulate the market order, strengthen market management, to avoid over-or vicious competition is more important to establish a brand image.FAW Group Corporation is China's largest automobile manufacturer of. 1997, the Jetta as a pilot, started a brand marketing attempt. Taste sweetness, the red flag, liberation and Audi have also started marketing brands, has achieved very good results. Jetta sedans to as an example, in the implementation of brand management asked the previous five years, always in annual sales from 10,000 to 20,000 between wandering, the establishment of the FAW in 1997 - after the public sale of the company, was on the more than 40,000 Vehicles, after an annual rate of 20,000 increase in 1999 from January to October, has sold 62,896 Jetta sedans, the market share of 13.51 percent, while brand management in 1997 before the market share of only about 5%. Especially over the past few years, the car market is completely transferred to a buyer's market, increasingly competitive, the results achieved this more difficult, that the great role of brand marketing.Of course, the FAW Group Corporation of brand management is still in its initial stage, in the process of development there are still various historical burden and the many contradictions and problems. This is the future to overcome the difficulties. The Jetta sedan, the network operators to brand marketing has just begun, the next to go a long way to go.From the results of brand management, compared with non-brand management, marketing, quality improved markedly. Specific performance in the following areas:1. To solve the previous after-sales service and spare parts supply and sale of the state of separation, on the other service functions such as licensing, insurance, beauty, and other vehicles to be strengthened. Separation of these links is the result of interest difficult to coordinate, through different sectors of the lack of a smooth channel for feedback, the lack of specific brands of concern.2. Delineation of the regional scope of the operation, unified price policy, and is conducive to the depth of its business development. The past in a region scattered with many dealers, leading to price, service and other disorder, not on specific brands to market development.3. By the end of the multi-layers of wholesale sales sectors, directly to the people of the ultimate user-oriented sales, reducing the supply chain, lower transaction costs.4. The end of a "small window dressing" and "stall" mode of operation, steering procedures, high input of the business. This is undoubtedly the tangible car market has posed a challenge.5. Cash transaction or a guarantee that the pledge, to avoid the risk.6. The end of a single new car sales, hire purchase, on the 1st car replacement, leasing and other financing vehicles began attention.7. Initially set up customer management systems, track users, improve customer satisfaction.China's automobile industry faces the challenges of the next century, the car market in constant change of the division and trespassing. We believe that the structure of a brand marketing at the core of the vehicle circulation system framework, the cross-century China's auto market is the basic marketing model and the inevitable choice. Brand management is based on the establishment of the new Trade and Industry, Trade and Industry to form an appropriate division of labor between the positioning of the vehicle turned into enterprises under the leadership of the participation of financial institutions to brand marketing at the core of the circulation system. Trade and Industry should be between a bite very close gear, the car companies is an active round, and the dealers are driven round and round it should take the initiative driven by a stable and harmonious functioning.Two. China's car sales managementCar manufacturers of domestic marketing network management, many from foreign parent companies or technology transfer from the copy, but, because of the domestic car market some of particularity, copies began aliasing, which makes car sales and marketing network confusion. At present the domestic car manufacturers sales management problems are basically the same, because of marketing and management methods and policies for the car market caused by the confusion and car dealers in speculation, dealers and intensified the contradictions and production enterprises so that users The decline in product satisfaction.1. Distribution centres and regional centres and the construction site manager. SAIC Sales Corporation, the country gradually built 24 distribution centers, its intention is to strengthen the management of local dealers to promote sales. Shenlong company's regional centres (business offices) is Shenlong companies throughout the country a regional management center, but because too few officers in each region, in particular the lack of after-sales service professionals, makes too much work span, but also because of management Function is not clear, the task had passed Wuhan headquarters, leading to poor coordination with the dealer, not really a big area of management functions.In addition, the current domestic car production enterprises with specialized regional manager of the site, devoted to tour the scene, such as Shanghai Volkswagen, FAW-Volkswagen, the Shenlong Company. However, the survey found that most managers at the scene because the scene could not solve the problem, coupled with the sitemanager and the issue of coordination between headquarters, sales and service network makes the problem can not be resolved in time, causing the backlog problem, thus increasing the network management Difficult.2. The support of dealers and evaluation. For a long time, production enterprises with the support of the dealers are mainly embodied on the end of the year, sales of major distributors of assessment criteria, making dealers do not pay attention, focus only on sales, many dealers at a low price Sales, thanks to more sales, they often look to the huge annual sales corporation, a loss of even out, once the company not to sell, most dealers will be a huge loss, resulting in the loss of sales force and Competitors into the sales network. After sales management policy changes, all enterprises and the loss of basic sales channels to stop, but the profit cycle only about 500 to 2,000 yuan, far less than the sales network of foreign profits.At present, aware of the shortcomings of the end of Fan Li policy, domestic car manufacturers basically have all abolished the end of Fan Li policy and a comprehensive index of small-scale examination after the award. Enterprises for comprehensive examination including sales, financial return, feedback and hardware facilities. However, its core content and in terms of sales and capital returns, the hardware facilities of the assessment did not change to the planning and encourage dealers to invest, such as Dragon's Award is the most important indicators of monthly sales evaluation is completed, the extent of the return of funds. FAW-Volkswagen examination indices, in addition to the assessment of sales, also increased the feedback on the evaluation (mainly referring to new users file feedback), failed the examination of the maintenance stations to cancel their sales commission. The introduction of these policies, to a certain extent, improve the assessment indicators, but the intensity of this examination norms for the conduct and dealers are still not enough direction.In 1999, SAIC Sales Corporation in learning the German public sales network management methods, introduced a system of franchisees and the "three Maori" policy. Shanghai Automotive Industry Sales Corporation brand franchise through the idea of transforming the traditional distributor for the franchisees, through "three Maori" policy to promote the transformation of dealers. Apart from considering the franchisees sales Maori, but also in accordance with its investment in hardware and services in the corresponding gross margin and investment services to Maori. Although this policy comprehensively on the various dealers and investment to the guide, however, due to the lack of detailed study, launched the "three Maori" policy of the lack of other supporting management policies,will not be able to contain a good distributor, And the speculative dealers will soon find the existence of speculative opportunities.3. Of after-sales service management. Domestic car manufacturers are faced with after-sales service network management difficulties. The main problems: the supply department of spare parts and after-sales service sector manufacturing enterprises can not control the outflow of accessories, especially the system of supporting parts enterprises. In many parts production enterprises without the permission, accessories will be sold directly to the maintenance business, coupled with the impact of counterfeit parts, maintenance service stations operating conditions deteriorate. At present, Shanghai Volkswagen, FAW Volkswagen and ShenLong companies such as after-sales service companies are facing these problems, thus also means that the maintenance of the control points lower.4. Of dealers and repair stations intelligence management. Domestic car manufacturers marketing departments began to attach importance to the management of intelligence, such as FAW-Volkswagen dealers will require all new car sales to return to the user files, and as an incentive assessment of one of the key indicators. SAIC sold the company to all authorized dealers in a unified software system planning，it also requires dealers will sell new cars to return to the user files. Shanghai Volkswagen in the maintenance stations across the country to promote reunification of the computer management system, then you can repair station repairs, claims, the user files, and accessories sales, inventory and other information for all, maintenance and analysis of the situation and stop the operation of the market Situation.Although the domestic car manufacturers to begin sales and service network of information management, but many of these systems or just started, many enterprises in urgent need of basic database have not yet completed, the computer management is still in its initial stage, and so on. In addition, intelligence collection and transmission of the dealer is a huge cost, the effect of slow business, the majority of dealers in China do not attach importance to this, there are a lot of raw data big problem.5. Franchise brand awareness. Since the domestic car manufacturers and dealer network's overall environmental situation determines the domestic car sales method is relatively backward, and foreign brands compared the current concept of the concept of brand competition and did not form, making manufacturers, retailers and service stations operating without a unified Planning, not standardized, so all sales outlets fragmentation, irrelevant, and bidding each other, leading to confusion in business scope, quality ofservice decline, increased costs and falling profits, this situation is all the car factory there are problems.Third, marketing and management analysis concluded1. The level of management is not clear. Regional management and maintenance of the retailers at the lack of control efforts, this makes the level of retailers, most retailers and wholesalers are a retailer, but because the results of the auction each other, making great profits fell.2. Retailers on the assessment is not comprehensive enough. At present, domestic car manufacturers to focus on the assessment indicator sales volume, but not revenue from sales and profitability of the two areas to conduct a comprehensive evaluation, especially quality of service for assessment, guide retailers to improve service quality is negative.3. Brand the concept of the poor. Manufacturers and retailers are not the business of brand planning, manufacturers and retailers are not under the name of the scale, it is an increase of the internal friction among retailers.4. Retailer's intelligence network is not perfect. At present, China's car manufacturers to retailers intelligence network has not been perfect, but retailers were not seriously, this will affect manufacturers to retailers were operating as intelligence.中国汽车流通体制的发展趋势1 品牌与品牌营销品牌是企业可持续发展的最重要资源之一。
