Model essay 202 1

With the continuous development and progress of science and technology, cars have now become the most commonly used means of transportation. The following is my "Model Automobile Marketing Plan 202 1" for your reference only. Welcome to reading.

Model automobile marketing plan 202 1 I. Activity background

With its brand awareness and reputation at home and abroad, xx's sales have increased greatly over the years, which is well-known. At the same time, it has become xx's dream and ambition to provide higher quality service at the right time, meet the needs of consumers, let people who know how to live enjoy life better, and provide the best quality and most influential service for the market. With the help of public welfare activities, xx Automobile will enter the community and square, and have zero-distance contact and interaction with the target customers, which will attract the attention of all sectors of society, enhance the brand status, make the brand deeply rooted in the hearts of the people, gain further recognition from consumers, and eventually become the most loyal customer of xx Automobile.

Second, the purpose of the activity

1, which perfectly combines the target consumers' pursuit of dignity, status, identity, brand, fashion, safety and high-grade to meet consumers' psychological needs.

2. Take advantage of people's longing for simplicity in summer, and launch personalized, fashionable, simple and commonweal activities to let consumers experience the simple mood in summer.

3, through the combination of brand and public welfare, improve the media hype and promotion.

4. Through a series of activities, the distance between consumers and xx was shortened, and the brand image of the company was enhanced.

Third, the focus of the activity

1, for customers: pursue fashionable and noble consumer demand, experience the true meaning of life and show individual taste.

2. For the media, public welfare activities will attract the attention of many media, become the focus of their propaganda, promote consumers' buying behavior, and create brand atmosphere and product value.

3. For enterprises: understand consumer psychology, build confidence, strive for success and enhance brand image.

4. For the industry: we should not underestimate it, wait and see, and recognize the brand positioning and functional value of products.

Fourth, the 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 on xx cars!

2. It is bound to become the focus of social and media attention. It will play a great role in establishing the brand image of xx automobile and spreading the brand image!

Verb (abbreviation of verb) Arrangement of time and place of activity (to be determined)

Activity information of intransitive verbs

1, "Caring for Children to Achieve the Future", an interactive activity jointly organized by xx Automobile and a large community, attracted many children in the community to participate enthusiastically. With the help of teachers and parents, the children drew their favorite xx car-"My favorite xx children's painting tour". Give full play to children's imagination and enthusiasm for cars.

2. "The taste of life is extraordinary."

"xx Quality Life Noble Night", together with the owners, * * * learn extraordinary things, taste life, and * * * share quality life to bring success and joy. Cars, wine, Latin performances, and all kinds of exhibits blended together to bring a perfect event. Share extraordinary moments, pass on quality life, share xx quality life with the majority of owners, and bring success and joy.

3. "Test Drive to Realize Dreams"-XX Perfect Driving Sharing Activity, a one-day deep test drive treasure hunting experience from Conghua Road, allowing customers to add more simple elements while experiencing vehicle performance. During the period, all kinds of road experiences of urban roads, expressway, expressway sections and township roads will make you fully appreciate the fun of driving in xx. The destination of this ride is Baoqu Rose Garden, and the fragrance of the rose garden adds a bit of warm and romantic fun to this trip.

4. "Wonderful Movies and Your * * * Returns" broadcast various cinema blockbusters, which were liked and welcomed by the community owners. Open movies bring a warm feeling to everyone. Although it is not as shocking as the cinema, it brings more memories and fun for the whole family to watch together.

5. Public lecture on automobile safety

The host and guests will turn professional automobile knowledge into easy-to-understand real cases and pass them on to the owners to correct the mistakes that drivers and passengers often make in their daily lives. Having the opportunity to meet car owners and bring them a safe car life concept is to advocate that car owners can enjoy the fun brought by cars and live a safe car life at the same time. The activity combines interesting safety games with intuitive live demonstrations, and vividly conveys boring safety knowledge to everyone in the activity.

6, automobile daily maintenance lecture

7, online car market, car source, modification and other consulting activities.

8. Solicit opinions and suggestions on the spot.

9, car models, beauty performances

10, car audio, car modification (cool car) exhibition

During the activity, many customers experienced the essence of xx brand "breaking through technology and pursuing Excellence", and at the same time brought rich and colorful cultural life to the community, inherited the dignity of xx, and brought more customers distinguished enjoyment.

Seven. field service

Service 1: Car 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 buying a car.

Service 2: On that day, the technical experts of the service station provided several free services for the owners of the community, such as free inspection, free tire pressure inspection, free addition of engine oil, free addition of glass water and free addition of antifreeze. And apply for a 60% discount maintenance membership card on the spot.

Eight. Integration of resources

Share customer resources with wedding photo studio, furniture, real estate and other industries, carry out large-scale joint exhibition activities, and make full use of resources from different industries to achieve a win-win situation.

Nine, joint marketing

At the same time, car audio-visual navigation manufacturers, car interior accessories manufacturers, car exterior accessories manufacturers and spare tire manufacturers on the road are invited to use the platform for brand promotion, interaction and sales.

Automobile marketing planning model essay 202 1 2 1, brand image planning

1, attention to brand image. It comes from consumers' visual cognition, and its foundation comes from brand knowledge. Enterprises that carry out refined brand operation will often clearly sort out the brand knowledge structure and form a hierarchical brand knowledge system, so as to spread brand knowledge in a targeted manner and make different consumers form different perceptions of brand image. Many brands will form different brand images in consumers' minds, not a unified brand image. The so-called difference refers to many subtle differences in image cognition The existence of these differences is precisely the basis of brand word-of-mouth communication, and then constantly help brand target consumers accumulate brand knowledge.

When studying the brand images of different consumers, it is found that many consumers' mental impressions of the brand image are biased, because they prefer to judge the brand through their own consumption experience, so when they are asked to promote the brand image to others, they can only think of the brand image based on products, but can't fully explain a brand image like our brand research experts. This phenomenon is exactly what we should fully consider when formulating marketing communication strategies. Brand communication between consumers will produce greater value than other communication methods.

2. Pay attention to brand value. The brand value here is a good mark formed in the hearts of consumers, which is due to a psychological comparison reaction of consumers. If there is no comparative reaction, consumers may not be able to form brand value cognition. Of course, they have no choice when choosing to buy. When consumers shop, their first reaction must be a comparative response to brand value. If purchasing power is possible, they will judge the brand value. Brand will form a comparative value in consumers' minds, which will be reflected without too much mathematical operation. The higher the comparative value of brands, the better brands consumers will choose. Of course, consumers here will also have a rational value. The core source of rational value is brand knowledge structure, which mainly refers to the rational functional value of products. The so-called perceptual value mainly refers to brand appreciation. The sum of rational value and perceptual value is the subjective total value of the brand.

3. Pay attention to brand experience. Generally speaking, consumers don't do digital operations as rationally as above to complete the purchase, mainly because the brand has formed a brand entity mark in consumers' minds, and they can make purchase decisions without much consideration, and the basis of decision-making is long-term brand experience. If a brand can do this, it shows that the brand has been deeply rooted in people's hearts. In practice, once the brand enters the stage of deepening the mental imprint of consumers through brand experience, it shows that the brand has achieved considerable success. At this time, consumers' consumption of branded products has become extremely casual and simple, and they will blurt out their favorite brands.

4. Pay attention to brand interaction. More and more brands begin to introduce consumers to create value, and some brands even bring consumers into the process of brand creation from the beginning of brand creation, so that the interaction between consumers and brands is no longer the relationship of communication and acceptance, but the two become one. This is the strongest mark left in consumers' hearts 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, and they have even become promoters of brand marketing and made their own contributions to brand communication.

Second, brand positioning.

1, it is important to have excellent and unique products. Throughout today's well-known domestic brands, most of them are based on products and win by quality. In the process of this formation, you can't predict how many years it will take for China manufacturing to be on a par with Japanese and German manufacturing. No matter how much you advertise, no matter how you publicize that China's household appliances have caught up with the advanced level in the world, brand-conscious consumers are still willing to pay more for world famous brands. No matter how fast your market grows in the initial stage of entering the market, you just can't raise the price and become a first-class brand, mainly because there is no difference in product essence. "Sony in China" can only be a slogan for self-promotion. There are so many such examples that we have to admit this general gap with the world's advanced brands. To solve this problem, you must be willing to invest matching funds for the progress of products for a long time.

2. Provide the sustained and stable experience service that consumers really need. No matter how good your product is, consumers always have more or less service needs, even if it is entirely his personal reason rather than your responsibility. Too many service promises are redundant, and even make people doubt your confidence in your products, but too few service promises are unacceptable, just like Mercedes-Benz getting into trouble in China. For the service industry, because the service is its own product, the quality is of course important, but unfortunately, so far, there is no classic case in China that the service industry can surpass the manufacturing industry in terms of service brand reputation.

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 can match the commitment will help accelerate his cognition and trust in the brand. Facts have proved that if an enterprise wants people to believe in your commitment, besides making good products and services, you must also have a matching corporate image (including entrepreneur image). In this regard, the older generation of China home appliance brands and the entrepreneurs behind them are an excellent example. When you see people like Ni, Zhang Ruimin, Zhu Dekun, you will believe what they have done, such as Changhong, Haier, Kelon, Gree and Xiao.

Third, brand marketing.

Many times, enterprises always think that they can change consumers' concept of their brands through large-scale advertising and marketing activities. They show the change of attitude and behavior by updating trademarks and looking for celebrity endorsements. However, these tactics are only sales promotion means, and they can't provide consumers with real value, that is, a positive and identifiable brand promise.

In fact, consumers prefer to get the promised experience when they walk into the store, on the Internet, or when they contact the service center, and customers hope that enterprises can fulfill their promises. When enterprises do this, consumers will have a sense of identity with these enterprises and finally trust them.

Creating consumers' recognition of corporate brands is very effective and meaningful for attracting and retaining customers, and these advantages are relatively traditional ways that marketing and advertising do not have. Once consumers agree with the brand, they will be willing to pay twice as much attention to and trust the brand as those brands that are not recognized. But it is very difficult for a brand, and once it is done, they will get rich returns.

Facts have proved that brand recognition is very worthwhile. Consumers must first know the concept of enterprise. Ideally, they should be able to tell the main characteristics of corporate brand promise. Brand promise is not a mission statement, but a brief summary of the most striking features of a company that can convince consumers most. Although many companies are very successful in positioning consumers, others are not satisfactory.

In the past, research institutions in the industry conducted specific research on aviation, retail, hotels, financial services, food and beverage, and automobiles. The results show that only the brands of airlines and large retailers have reached 90% popularity among consumers. For other brands, the degree of customer recognition is much lower. This means that the brand promise of some enterprises may be too fragile or vague to effectively integrate with consumers.

Consumers will maintain a certain degree of suspicion when they come into contact with many brands. The "consistency of words and deeds" of enterprises will help enterprises gain the trust of consumers in the competition to a great extent. Once consumers realize the brand promise of enterprises and believe that enterprises have the ability to realize this guarantee, they will join our camp. Almost all companies have their own brand promise, and tell customers that they can rely on the company's various communication and services. Not all companies have done enough to create and spread a powerful brand promise. As for brand recognition, enterprises need a powerful brand promise to tell customers what our philosophy is, why we are unique, and why they choose us instead of competitors.

Consumers are more likely to remember some brands they have experienced, while employees can achieve the goal that advertising can't achieve, that is, let consumers experience it personally. For brand promise, accurate communication from top to bottom is a key element, which can help employees create and deliver this commitment. At the same time, it is equally important to create a corporate culture that inherits brand promise.

Model essay on automobile marketing planning 202 1 3. Problems existing in China's automobile logistics enterprises

The main modes of automobile logistics transportation in China are waterway transportation, railway transportation and highway transportation.

1. China automobile logistics road transport enterprises all have the characteristics of "low resource utilization rate, high transport cost, waste of transport resources and weak competitiveness".

The entry threshold of automobile logistics industry is not high, which leads to many industry groups and a small number of vehicles controlled by a single enterprise. At present, the industry has more than 1 10,000 vehicles and 400-500 enterprises. Most enterprises rely on local resources, unable to form a scale and return network, and the bicycle overload rate is very low, or the extremely low return stowage price causes poor enterprise benefits.

2. Because of efficiency and scale, most enterprises are unable to improve management technology and ensure service quality.

The service level of the whole industry is not high, and there is no unified industry standard and restraint mechanism, which leads to uneven service connotation and quality judgment under the same price condition, resulting in uneven service quality, and unsatisfactory indicators such as timely delivery rate of commercial vehicles, quality loss rate of commercial vehicles, and accident rate of shelf trucks.

3. The increasing cost of oil and the irregular fines on the way have increased the burden on enterprises.

The limitations of national standards lead to differences in the grasp of policy standards in different regions. Super-long and over-limit vehicles can't be licensed here, but they can pass there, which can't solve the equivalence and basic unity of competition.

In most cases, it is the case that one side of the soil and water support one side. Around a main engine factory, a number of transportation enterprises have been formed, mainly local transportation. Their scale, management ability and the interests of regional groups all restrict foreign companies from participating in the competition, especially in the case of unbalanced sales and shipments at the beginning and end of the month, and it is even more impossible to clearly put forward the reasonable management needs of strengthening management and improving quality.

In order to survive, expressway Company has to be involved in disorderly and vicious competition. Vicious competition has led to the destruction of the industry price system and the imbalance between local supply and demand. In the process of automobile logistics and transportation, in order to seek return benefits, enterprises do not hesitate to sacrifice their own interests and destroy the industry price system. This vicious competition has also created the illusion that the local transport capacity supply is greater than the transport capacity demand. On the one hand, it is the growth of market and demand with great potential, on the other hand, it is the continuous depression of prices and the continuous erosion of profits. The contradiction of this kind of interest scissors difference is increasingly prominent.

5. The driver's management and cost control are difficult, and the vehicle utilization rate is low; The communication between the company and the driver is not smooth, so the company can't monitor the whole transportation process during the vehicle transportation; Automobile logistics distribution is highly effective and needs to be delivered to the destination in time and effectively.

Second, the business process of China automobile logistics enterprises

1. Automobile spare parts are transported from production enterprises to various automobile production enterprises or transit storage centers.

2. The whole vehicle shall be delivered to local dealers and storage centers.

3. The whole vehicle is exported and transported to various docks and railway transportation centers.

Third, the main measures to reduce the cost of automobile logistics enterprises

1. Reduce waiting time, strengthen teamwork between warehouse and transportation, and strengthen communication among customers, dispatchers and drivers.

2. Enjoy resources * * *, implement strategic alliances, strengthen the matching of goods collection and return, and improve vehicle utilization.

3. Improve the driver's salary, improve the cost digestion after welfare, implement lean production mode, implement the driver's work balance analysis, implement the maintenance of all transportation equipment, and improve the labor productivity and driving safety of personnel.

4. Accelerate the receiving speed of the warehouse and establish a rapid receiving process.

5. Simplify the quality handover process and speed up.

6. Change the logistics scheduling mode to reduce loading and unloading time, handover and acceptance. Avoid repeated inspection

7. Optimize warehouse layout, speed up warehouse throughput and turnover, and build a resource information sharing platform.

Automobile marketing plan model 202 1 IV. Marketing background

The Expo Center covers an area of 6,000 square meters, with unique conditions and advanced management, and complete post-service and related supporting services such as industry and commerce, taxation, banking, traffic control, etc. It can provide customers with integrated and all-round quality services, making it easy for operators in ancillary industries such as automobiles to operate and avoiding multiple cumbersome procedures. For the majority of automobile and negative film industry operators to provide more perfect; Modern automobile trading places with broad market prospects.

Second, the market analysis

1. Analysis of market environment advantages

Automobile Expo Center is located next to Guan Hui Highway, with criss-crossing roads and railways, and the traffic is very convenient and fast.

B. There are intensive manufacturing and processing industries in the surrounding towns and villages.

C. With the further economic growth and the gradual improvement of people's living standards, automobiles and their affiliated industries will make a new leap. In the next few years, automobile consumption will be the mainstream consumption of the public, family and personal cars will be more popular, and automobile consumption will be closer to popularization.

2. Analysis of its own advantages

A. At present, automobile sales in xx and its surrounding areas are scattered, and most supporting service facilities are not perfect. Xx Automobile Expo Center is the first modern automobile trading market in xx and its surrounding areas. The completion of the center will attract more customers of automobile and its affiliated industries to pay attention to it and consult and invest, and the market prospect is very broad.

B its own environment is superior, it covers a large area, the whole Expo center has a reasonable layout, and large parking lots, exhibition halls, trading halls and other related supporting facilities are complete and perfect. It is a comprehensive professional automobile trading market integrating sales, after-sales service and spare parts supply, with high design and good quality. It is the first automobile trading center with advanced equipment and complete functions in Dongguan and even the whole Pearl River Delta region.

C. High-quality service, service facilities such as industry and commerce, taxation, traffic control, banking and insurance will enter the office, which will save a lot of cumbersome procedures for automobile transactions and make the whole automobile transaction faster and smoother. Member clubs, information centers and other related supporting facilities are perfect, which can provide customers with high-quality first-class services, provide automobile culture, new car release and on-site promotion activities for automobiles and their affiliated dealers, and are equipped with automobile beauty and decoration projects, making the whole trading center more standardized and integrated.

The hardware facilities such as communication, language query, digital demonstration, information release and electronic camera in the automobile Expo Center are also perfect, with luxurious and elegant decoration and comfortable and warm business environment.

Third, early market strategy.

1. Focus on market opportunities, conduct extensive publicity, make its advantages deeply rooted in people's hearts, and attract more dealers and manufacturers of automobiles and their affiliated industries to invest.

2. Try to show their strong advantages, foster strengths and avoid weaknesses, and expand their popularity and reputation.

3. Import CIS system (enterprise identification system) as soon as possible to achieve the market strategic goal of breaking famous brands.

4. Introduce modern management mode and quality service, establish a good corporate image and improve corporate reputation.

Fourth, the pre-advertising strategy

1. Advertising Positioning

The early advertising positioning should give reasonable consideration to the later advertising planning and the specific implementation of advertising. It is suggested that the supporting service advantages of South Automobile Expo Center should be taken as the advertising positioning.

2. Advertising demand

Take rational advertising appeal as the advertising appeal point, convince people with real facts, and facilitate the operation of advertising in actual operation.

3. Advertising objectives

Strive to combine advertising and other publicity means before opening, so that the South Automobile Expo Center will be deeply rooted in the hearts of the people and occupy a certain position in the market before opening. The target of advertising should be all car dealers, as well as manufacturers and dealers of their spare parts and car beauty decoration. Create a good reputation among them to enhance their own value, thus attracting more customers to consult and invest.

Media analysis of verbs (abbreviation of verb)

A among the numerous advertising media, Dongguan is dominated by TV, newspapers, outdoor, internet and radio. Among them, TV, newspaper and radio advertisements are effective, selective and targeted, and can reach the audience directly. Outdoor advertising works slowly, but it is the easiest to establish a good corporate image.

B in audio advertising media, TV and radio have two languages, Chinese and cantonese, but as far as advertisers are concerned, they don't have much preference for programs in the two languages.

C. Media utilization should follow the overall strategy of advertising, put it in stages, be closer to the target group, simplify communication channels, and effectively use advertising resources.