With the continuous development and progress of technology, cars have now become the most commonly used means of transportation for people. The following is the "Automobile Marketing Planning Plan Sample 2021" compiled by me for everyone. It is for reference only. You are welcome to read it. Automobile Marketing Planning Plan Sample 2021 1
1. Activity Background
With its domestic and foreign brand awareness and reputation, xx Automobile has experienced substantial sales growth over the years and has become well-known. ; At the same time, providing higher quality services at the appropriate time to meet the needs of consumers, allowing people who understand life to enjoy life better, and providing the best and most influential services to the market has become the dream and ambition of XX Automobile . With the help of public welfare activities, xx Automobile enters communities and squares and has zero-distance contact and interaction with target customer groups. It will attract attention from all walks of life, enhance its brand status, make the brand deeply rooted in the hearts of the people, further gain recognition from consumers, and eventually become xx Cars' most loyal customers.
2. Purpose of the event
1. Perfectly combine with target consumers’ pursuit of nobility, status, identity, brand, fashion, safety and high taste to satisfy consumers’ needs psychological needs.
2. Taking advantage of the simple psychology that people yearn for in summer, launch individual, fashionable, simple and public welfare activities to allow consumers to experience the simple mood of summer.
3. Through the combination of branding and public welfare, we can increase media hype and promote sales.
4. Through a series of activities, we can bring consumers closer to xx and improve the company's brand image.
3. Activity focus
1. Targeting customers: pursuing fashionable and noble consumer needs, experiencing the true meaning of life, and highlighting individual taste.
2. Targeting the media: Public welfare activities will attract the attention of many media and become the focus of their publicity, promote consumer purchasing behavior, and create brand atmosphere and product value.
3. For enterprises: Understand consumer psychology, build confidence, strive to achieve great results, and enhance brand image.
4. Targeting the industry: Don’t underestimate it, wait and see, and understand the brand positioning and product functional value.
4. Effect evaluation
1. After this series of activities, it will bring a qualitative leap to xx car sales. The market will have a higher level of clear understanding and impression of xx cars!
2. It is bound to become the focus of social and media attention. It will play a huge role in establishing the xx automobile brand image and spreading the brand image!
5. Event time and location arrangements (to be determined)
6. Event information
1. "Caring for children to achieve the future", organized by xx Automobile and large communities The interactive activities held jointly attracted the enthusiastic participation of many children in the community. With the help of teachers and parents, the children painted their favorite xx cars - "My Favorite xx Children's Painting Tour". Give full play to children's imagination and love for cars.
2. "Quality life ***appreciate the extraordinary"
"XX Quality Life Noble Night", together with the owners, appreciate the extraordinary, appreciate life, *** Sharing quality life brings success and joy. Cars, fine wines, Latin performances, and various exhibits all come together to create a perfect event. Share extraordinary moments, deliver quality life, and share xx quality life with the majority of owners to bring success and joy.
3. "Test ride and test drive to realize your dream" - xx perfect driving sharing event, a one-day in-depth test drive and treasure hunt experience on Conghua roads, allowing customers to experience vehicle performance while adding more simple elements. During this period, various road experiences on urban roads, expressways, highway sections, and township roads allowed everyone to fully appreciate the joy of driving xx vehicles. The destination of this drive is Baoqu Rose Garden. The fragrance of the rose garden also adds a bit of warm and romantic fun to the trip.
4. "Wonderful Movies with You***" plays various cinema blockbusters, which are loved and welcomed by owners in the community. The open-style movies give everyone a very warm feeling, although there is no cinema The kind of shock, but what it brings more is memories and the fun of watching it together as a family.
5. Car safety public lectures
The host and guests will translate professional car knowledge into real cases that are easy to understand and pass on to owners, correcting the daily life of drivers and passengers. common mistakes. Having a face-to-face contact opportunity with the owners and bringing the concept of safe car life to the owners means advocating that the owners can live a safer car life while enjoying the fun brought by the car. This event combined interesting safety games and intuitive on-site demonstrations to vividly convey boring safety knowledge to everyone at the event.
6. Lectures on daily car maintenance
7. Online car market, car supply, modification and other consulting activities
8. On-site collection of opinions and suggestions
9. Car models and beauty performances
10. Car audio, car modification (cool car) display
During the event, many customers experienced the consistent "breakthrough technology" of the xx brand , the essence of "pursuing excellence", it also brings a rich and colorful cultural life to the community, adhering to the nobility of xx, and bringing more customers noble enjoyment.
7. On-site service
Service 1: Owners who register in front of the booth on the same day will be rewarded with 500 yuan vouchers, which can be used in cash when purchasing a car.
Service 2: On the same day, technical experts at the service station will provide free testing, free tire pressure checks, free refills of engine oil, free refills of glass water, free refills of antifreeze and other free services to community car owners. And apply for a 40% off maintenance membership card on the spot.
8. Integrate resources
We will share customer resources with wedding photo studios, furniture, real estate and other industries, conduct large-scale joint exhibitions, and make full use of resources from different industries. Get up and achieve a win-win situation.
9. Joint Marketing
At the same time, car audio and video navigation manufacturers, car interior supplies manufacturers, car exterior supplies manufacturers, self-driving travel equipment manufacturers, etc. are invited to use the platform to carry out brand promotion, interaction and Sale. Automobile Marketing Planning Plan Sample 2021 II
1. Brand image planning
1. Pay attention to the brand image. It comes from consumers' visual cognition, and its basis is derived from brand knowledge. Enterprises that carry out refined brand operations often clearly sort out the brand knowledge structure and form a hierarchical brand knowledge system in order to disseminate brand knowledge in a targeted manner and enable different consumers to form different perceptions of the brand image. Many brands will form different brand images in the minds of consumers, which are not unified brand images among similarities. The so-called differences refer to many subtle differences in image perception. The existence of these differences is precisely the basis for brand word-of-mouth communication. In turn, it continues to help the brand's target consumer groups accumulate brand knowledge.
When conducting brand image research on different consumers, it was found that many consumers have biased mental imprints of brand image, because they are more willing to judge the brand through their consumption experience, so when they are asked When promoting a brand image to others, they often can only think of a product-based brand image, but cannot comprehensively interpret a certain brand image like our brand research experts. This phenomenon is precisely what we must fully consider when making marketing communication strategies. Well, brand communication between consumers will produce huge value that exceeds other communication methods.
2. Focus on brand value. The brand value here is a good imprint formed in the minds of consumers. It is due to a comparative reaction in consumers' psychology. If there is no comparative reaction, consumers may not be able to form a perception of brand value. Of course, when choosing to purchase There is no choice. When consumers shop, the first reaction must be a comparative reaction to the brand value.
They will judge the brand value given the purchasing power possible. Brands will form a comparative value in the minds of consumers that will be reflected without too much mathematical calculations. Which brand has a higher comparative value, which brand consumers will choose. Of course, consumers will also have a rational value here. The core source of the so-called rational value is the brand knowledge structure, which mainly refers to the rational functional value of the product. The so-called perceptual value mainly refers to the added value of the brand. The sum of rational value and perceptual value is the total subjective value of the brand.
3. Focus on brand experience. Generally speaking, consumers do not perform number calculations as mentioned above to complete the purchase. The main reason is that the brand has formed a brand experience imprint in the minds of consumers, and they no longer need to think too much about it. Purchasing decisions can be made based on long-term brand experience. If a brand can achieve this, it means that the brand has been deeply rooted in the hearts of the people. In practice, once a brand enters the stage of deepening the imprint of consumers' minds through brand experience, it means that the brand has achieved considerable success. At this time, consumers' consumption of brand products becomes extremely casual and simple. They are more interested in what they like. brand will pop off your tongue.
4. Pay attention to brand interaction. More and more brands are beginning to introduce consumers to create value. Some brands even include consumers in the process of brand creation from the beginning, so that the interaction between consumers and brands is no longer a relationship between communication and acceptance. , the two became a homogeneous body. This is the strongest imprint left on consumers’ minds through brand interaction. Internet marketing has pushed brand interaction to an unprecedented extreme. Many brands have formed fan groups with high brand stickiness through interaction. They have even become promoters of brand marketing and made their contribution to brand communication.
2. Brand positioning
1. It is important to have excellent and unique products. Looking at today's Chinese famous brands, most of them are based on products and rely on quality. In the process of formation, you can't predict how many years it will take before Chinese manufacturing can be compared with manufacturing in Japan and Germany. No matter how much advertising you place, no matter how much you promote that China's home appliances have caught up with the world's advanced level, brand-conscious consumers are still willing to pay more to buy world-famous brands. No matter how fast your market grows in the early days of entering the market, you just can't raise the price and become a first-class brand. The main reason is that everyone's products are essentially the same. "China's Sony" can only be a self-promotion slogan. That’s all. There are too many such examples, and we have to admit this universal gap with the world's advanced brands. To solve this problem, you must be willing to invest long-term funds in product advancement.
2. Provide continuous, stable and experience services that consumers really need. No matter how good your product is, consumers will always have more or less service needs, even if it is entirely due to his personal reasons and not your responsibility. Too many service promises are redundant and may even make people doubt your confidence in your products, but too few service promises are also unacceptable, just like Mercedes-Benz causing trouble in China. For the service industry, because service is its own product, it goes without saying that its quality is important. However, unfortunately, China’s service industry has not yet seen a service brand reputation that can surpass the classics of the manufacturing industry. case.
3. Consumers’ trust and preference for a brand can only be formed through years of consumption experience and repeated communication with your products and services. Naturally, a corporate image that matches the promise will help accelerate his recognition and trust of the brand.
Facts have proved that if a company wants people to believe in its promises, in addition to providing good products and services, you must also have a matching corporate image (including an entrepreneurial image). At this point, the older generation of Chinese home appliance brands and the companies behind the brands The family is an excellent role model. When you look at people like Ni Runfeng, Zhang Ruimin, Pan Ning, Zhu Jianghong, and Zhu Dekun, you will definitely believe in the products they make such as Changhong, Haier, Kelon, Gree, and Little Swan. It is completely trustworthy, and this kind of return cannot be obtained no matter how much advertising or price reduction.
3. Brand Marketing
Many times, companies always think that they can change consumers' perceptions of their brands through large-scale advertising and marketing activities. They expressed changes in attitude and behavior by updating their trademarks and finding celebrity endorsements. But these tactics are just promotional tactics; they fail to provide real value to consumers, that is, a positive and recognizable brand promise.
Consumers actually prefer to get the experience they are promised when they enter a store, go online, or contact a service center. Customers hope that companies can fulfill their promises. When companies do this, consumers will identify with these companies and ultimately trust them.
Creating consumers' recognition of corporate brands is very effective and meaningful for attracting and retaining customers, and these advantages are also relatively more traditional methods that marketing and advertising do not have. Once consumers identify with this brand, they will be willing to pay twice as much investment to pay attention to and trust this brand compared to those brands that are not recognized. But it is very difficult for a brand to do it, and if they do it, they will be richly rewarded.
Facts have proved that brand recognition is very worthwhile. Consumers must first know the company's philosophy and, ideally, they should be able to name the key features of the company's brand promise. A brand promise is not a mission statement, but a brief summary of a company's most salient features that convince consumers. While many companies are very successful at positioning themselves to consumers, others are less so.
In the past, industry research institutions conducted a specific survey on the six major industries of airlines, retail, hotels, financial services, food and beverages, and automobiles. The results showed that only the brands of airlines and large retailers are among the most popular among consumers. The popularity reached 90. For other brands, the level of customer approval is much lower. This means that some companies’ brand promises may be too weak or vague to effectively connect with consumers.
When consumers come into contact with many brands, they will maintain a certain degree of doubt. A company's "consistency of words and deeds" will largely help companies gain the trust of consumers in the competition. Once consumers recognize the company's brand promise and believe that the company has the ability to realize this guarantee, they will join our camp. And almost all companies have their own brand promise and tell customers they can rely on the company for various communications and services. Not all companies do an adequate job of creating and communicating a strong brand promise. As for brand identity, companies need to tell customers through a strong brand promise what our philosophy is, why we are unique, and why they will choose us instead of our competitors.
Consumers are more likely to remember brands they have experienced, and employees can achieve the goal that advertising cannot achieve, which is to let consumers experience it themselves. For the company's brand promise, accurate communication from top to bottom is a key element, which can help employees create and deliver this promise. At the same time, creating a corporate culture to inherit the brand promise is also an equally important link. Automobile Marketing Planning Plan Sample 2021 III
1. Problems of Chinese automobile logistics companies
The main ways of automobile logistics and transportation in China are through water transportation, railway, and road transportation.
1. China’s automobile logistics road transportation companies all have the characteristics of “low resource utilization, high transportation costs, waste of transportation capacity resources, and weak competitiveness”.
The entry threshold for the automobile logistics industry is not high, resulting in a large number of industry groups and a small number of vehicles controlled by a single enterprise. The industry currently has more than 10,000 vehicles and 400-500 companies engaged in it. Most enterprises rely on local outgoing resources and cannot form a large-scale and return network. The reload rate of single vehicles is very low, or the extremely low return stowage price results in poor corporate efficiency.
2. Due to efficiency and scale reasons, most companies are unable to improve management technology and ensure service quality.
The service level of the entire industry is not high, and there is a lack of unified industry standards and restraint mechanisms, resulting in uneven service connotations and quality judgments under the same price conditions, resulting in uneven service quality and timely delivery of commercial vehicles. , the quality loss rate of commercial vehicles, the accident rate of stand trucks and other indicators are all unsatisfactory.
3. The continued increase in oil prices and irregular fines on the way have increased the burden on enterprises.
The limitations of national standards have led to differences in policy scale control between regions. Extra-long and over-limit models cannot be registered here, but they can be approved there. No matter what, the parity and basic unification of competition cannot be solved.
In most cases, the situation is one where the soil and water support one person. A group of transportation companies have been formed around a main engine factory with local transportation as the main body. Their scale, management capabilities, and regional group interests restrict the transportation of other places. Enterprises participating in competition, especially in the case of uneven sales and shipments at the beginning and end of the month, are even more unable to clearly put forward reasonable management needs to strengthen management and improve quality.
4. Highway companies have to get involved in disorderly and vicious competition in order to survive. Vicious competition has led to the destruction of the industry's price system and the imbalance of local supply and demand. In the process of automobile logistics and transportation, various companies seek return benefits at the expense of their own interests, destroying the industry's price system. This vicious competition has also created the illusion that local transport capacity supply is greater than transport demand. On the one hand, there is a huge potential market and the growth of demand, but on the other hand, the prices are constantly depressed and profits are constantly eroded. This is a contradiction between efficiency scissors. increasingly prominent.
5. Driver management and cost control are difficult, and the vehicle utilization rate is low; communication between the company and the driver is not smooth, and the company cannot monitor the entire transportation process during vehicle transportation; the effectiveness requirements of automobile logistics distribution It is very high and needs to be delivered to the destination in a timely and efficient manner.
2. Business process of Chinese automobile logistics enterprises
1. During the transportation of automobile parts from the manufacturing enterprise to various automobile manufacturing enterprises or transit warehousing centers
2. In the process of delivering the complete vehicle from the factory to dealers and warehousing centers in various places
3. Exporting the complete vehicle and transporting the complete vehicle to various terminals and railway transportation centers
3. Main measures to reduce costs for automobile logistics companies
1. Reduce waiting time, strengthen teamwork between warehouses and transportation, and strengthen communication between customers, dispatchers, and drivers
2. Achieve maximum sharing of resources, implement strategic alliances, strengthen the matching of collection and return journeys, and improve vehicle utilization
3. Improve driver wages and cost digestion after increasing benefits, and promote lean production methods , implement driver job balance analysis, implement transportation equipment maintenance for all personnel, and improve personnel labor productivity and driving safety
4. Speed ??up warehouse receipt and establish a rapid receipt process
5. Simplify the quality handover process and speed up the process
6. Change the logistics scheduling model to reduce loading and unloading time, handover, and acceptance.
Avoid repeated inspections
7. Optimize warehouse layout, speed up warehousing throughput and turnover rate, and build a resource information sharing platform Automobile Marketing Planning Plan Sample 2021 IV
1. Marketing background
The expo center covers an area of ??6,000 square meters, with unique conditions, advanced management, complete post-service and related supporting services such as industrial and commercial, taxation, banking, traffic management, etc., and can provide customers with integrated and comprehensive services. The professional and high-quality services enable the vast number of operators in the automobile and other ancillary industries to operate easily and avoid many cumbersome procedures. It provides a more complete and modern automobile trading place with broad market prospects for the majority of operators in the automobile and negative industry.
2. Market Analysis
1. Analysis of Market Environment Advantages
The Automobile Expo Center is located next to the Wanhui Highway. Highways, railways and other transportation are crisscrossed, and the traffic is very complicated. Convenient and fast,
B. The surrounding towns have intensive manufacturing and processing industries
C. With the further growth of the economy and the gradual improvement of people's living standards, automobiles and other The ancillary industry will take a new leap. In the next few years, car consumption will be the mainstream consumption of the public. Family and personal cars will become more popular, and car consumption will be closer to the masses.
2. Analysis of own advantages
A. At present, car sales in xx and its surrounding areas are relatively scattered, and most of the supporting service facilities are not very complete. The xx Automobile Expo Center is the best in xx and its surrounding areas. The first modern automobile trading market, the completion of the center will attract more customers from the automobile and its ancillary industries to pay attention and consult for investment. The market prospect is very broad.
B. Its own environment is superior, it covers a large area, the entire expo center is reasonably laid out, and related supporting facilities such as large parking lots, exhibition halls, and trading halls are complete and complete. It is a comprehensive enterprise integrating sales, after-sales service, and parts supply. An integrated comprehensive professional automobile trading market, the entire center has high design and good quality. It is the first high-end automobile trading center with advanced equipment and complete functions in Dongguan and even the entire Pearl River Delta region.
C. High-quality services, industrial and commercial, taxation, traffic management, banking, insurance and other service supporting facilities will be put into operation, which will eliminate many cumbersome procedures for car transactions and make the entire car transaction more convenient. Fast and smooth. .The member club, information center and other related supporting facilities are complete, able to provide customers with high-quality first-class services, provide cars and their affiliated dealers with car culture, new car launches, on-site promotions and other activities, and are equipped with car beauty and decoration projects. Make the entire trading center more standardized and integrated.
The Automobile Expo Center also has complete hardware facilities such as communication, language inquiry, digital demonstration, information release, and electronic photography. The decoration is luxurious and elegant, and the business environment is comfortable and warm.
3. Preliminary market strategy
1. Focus on seizing market opportunities and carry out extensive publicity so that the advantages can be deeply rooted in the hearts of the people and attract more cars and other products. Dealers and manufacturers in ancillary industries to invest.
2. Try to show off your strong strengths and avoid weaknesses to expand your visibility and reputation.
3. Introduce the CIS system (Corporate Image Identification System) as soon as possible to achieve the market strategic goal of becoming a famous brand.
4. Use modern management models and high-quality services to establish a good corporate image and enhance corporate reputation.
4. Preliminary Advertising Strategy
1. Advertising Positioning
Preliminary advertising positioning should reasonably consider the later advertising plan and the purpose of advertising. Specific implementation. It is recommended to use the supporting service advantages of Southern Automobile Expo Center as advertising positioning.
2. Advertising appeals
Take rational advertising appeals as the advertising appeal point, and use real facts to persuade people, so that in actual operations, it will be beneficial to the advertising effect. operate.
3. Advertising objectives
Try to combine advertising and other publicity means before the opening of the market, so that the Southern Automobile Expo Center can be deeply rooted in the hearts of the people before the opening of the market and occupy a share in the market. a certain status. Advertising targets should be placed on various car dealers, as well as manufacturers and dealers of spare parts, car beauty, decoration, etc. Create a good reputation among them to enhance your own value so as to attract more customers to inquire about investment.
5. Media Analysis
A. Among the many advertising media, the Dongguan area mainly focuses on television, newspapers, outdoor, Internet, radio and other advertising media. Among them, advertisements on television, newspapers and radio are more effective, more selective and targeted, and can reach the audience directly. Outdoor advertising is slower to take effect, but it is the easiest to establish a good corporate image.
B. Among the audio advertising media, TV and radio are available in Mandarin and Cantonese. However, in terms of advertising targets, there is no big preference for programs in the two Chinese languages.
C. The use of media should follow the overall advertising strategy, deliver in stages, get closer to the target group, simplify communication channels, and effectively utilize advertising resources.