【正文】 ，搞規(guī)模經(jīng)濟(jì)，合資生產(chǎn)，引進(jìn)技術(shù)，消化吸收，實(shí)現(xiàn)國(guó)產(chǎn)化 我們確實(shí)取得了許多成績(jī)，在汽車(chē)工業(yè)發(fā)展的作用地位方面， 85 年“七人們也沒(méi)想到，摩托車(chē)異軍突起，產(chǎn)量高居世界前茅，更出人 意料的是，農(nóng)用車(chē) —— 外國(guó)沒(méi)有的，我們有了，并能夠在短短的幾年內(nèi)，達(dá)到 200 萬(wàn)產(chǎn)量。這種形勢(shì)下，營(yíng)銷(xiāo)模式，將成為汽車(chē)行業(yè)各個(gè)企業(yè)市場(chǎng)策略的根本內(nèi)容。一般劃分為 : 1．國(guó)營(yíng)主渠道：以中汽貿(mào)為代表的物資機(jī)電體系和以中汽銷(xiāo)為代表的汽車(chē)工業(yè)銷(xiāo)售體系。 2．成品迂回流動(dòng)。 但是，改善已經(jīng)形成的局面，比始建需要更多的付出，幾年來(lái)，各主機(jī)廠為建立能夠?qū)嵤┙y(tǒng)一策略的營(yíng)銷(xiāo)體系付出了巨大的努力，然而，問(wèn)題仍未得到徹底解決。 如何學(xué)習(xí)國(guó)際先進(jìn)經(jīng)驗(yàn)，尤其是如何將國(guó)際先進(jìn)經(jīng)驗(yàn)結(jié)合本國(guó)和本企業(yè)實(shí)際，是每一個(gè)汽車(chē)制造企業(yè)應(yīng)當(dāng)研究的問(wèn)題，更是廣大經(jīng)銷(xiāo)商應(yīng)當(dāng)關(guān)注的問(wèn)題。先來(lái)看看，目前我國(guó)汽車(chē)市場(chǎng)上，消費(fèi)者的需求是怎樣的一種狀況。企業(yè)要想取得發(fā)展，除了要了解與企業(yè)相關(guān)的市場(chǎng)外，更要做好市場(chǎng)的研究工作，重點(diǎn)就是做好研究市場(chǎng)需求的工作。 目前，中國(guó)已經(jīng)開(kāi)始實(shí)行汽車(chē)專(zhuān)賣(mài)店制度，分期付款售車(chē)也已經(jīng)有了幾年的實(shí)踐。 90 年代中期，人們開(kāi)始重新認(rèn)識(shí)汽車(chē)市場(chǎng)并決心改變這種混亂狀況。 5．其他。為了防止混亂，出臺(tái)了汽車(chē)專(zhuān)賣(mài)和轎車(chē)經(jīng)營(yíng)權(quán)政策，用行政手段規(guī)范市場(chǎng)。但是，由于各方面對(duì)此認(rèn)識(shí)不一，汽車(chē)已經(jīng)成為唐僧肉，據(jù)有關(guān)方面統(tǒng)計(jì)，汽車(chē)有關(guān)稅費(fèi)近幾百項(xiàng)，行政性限制也非常之多，如前幾年北京實(shí)行小排量轎車(chē)和八座以上客車(chē)三環(huán)內(nèi)單雙號(hào)限行，但機(jī)關(guān)單位可以申領(lǐng) 通行證，今年，長(zhǎng)安街限制兩廂車(chē)通行，幸而為時(shí)很短。 從用戶(hù)對(duì)象上看， 80 年以前非公款購(gòu)車(chē)情況并不突出， 83 年以后，隨著城市集體經(jīng)濟(jì)的發(fā)展，城鄉(xiāng)個(gè)體，專(zhuān)業(yè)戶(hù)的增加，用戶(hù)對(duì)象也開(kāi)始發(fā)生變化。 造成封車(chē)節(jié)油，以鋼定產(chǎn)的思想基礎(chǔ)是對(duì)汽車(chē)工業(yè)發(fā)展的作用和前景認(rèn)識(shí)不足， 80 年代初，有領(lǐng)導(dǎo)就說(shuō)過(guò)：好好的石油不去造化纖作農(nóng)服，白白讓汽車(chē)燒了。 一一汽車(chē)消費(fèi)市場(chǎng)結(jié)構(gòu)發(fā)生重大變化。此后又確定了兩個(gè)微型車(chē)生產(chǎn)基地。 一、中國(guó)汽車(chē)工業(yè)發(fā)展歷程 l、第一階段 (1953 年 — 1978 年 )；奠定中國(guó)汽車(chē)工業(yè)基礎(chǔ)階段。s density condition, the seller will form the regional group , There are storage, maintenance, fittings in each group, form many kinds of functions. Based on regional group, form and sell the group nation the regional group , There are storage, maintenance, fittings in each group, form many kinds of functions. Based on regional group, form and sell the group nation idly. supplement system: Sell the unit and some automobiles and repair the conduct to sell and supplement independently smallscaly, Render service for other enterprise and some relation users. developing marketing method: The department store sells the car way, exists as the extension and stand of a regional group. The ebusiness will be bined with the traditional way at first, will influence on its later stage, Still unable to appraise at present. In general, in advancing, change world rapidly, our thought and knowledge improve, In the irreversible economic spring tide, each manufacturing pany should establish and adjust marketing strategy constantly, It chooses and accord with the marketing modes of market scale each sell enterprise want opportunity of getting hold of, Since choose already destiny. At present, a greatest characteristic of enterprise of China39。s family is 2. 50,000 yuan. Is it buy one 130,000 about home automobile consumption total expenditure for one year want 20,000 yuan to be about only to want now, have exceeded residents39。 The second is the house。 ministries and missions system such as weapon, aviation, space flight, etc.. trade market: The automobile rising in all parts concentrates the trade place. 5. Others. There are unique places in the automobile market of China, there are social distributors first, afterwards factory of host puters sells the automobile, China approve and acknowledge these distributor by mon people, these distributor and regular relation factory host puter. Then a kind of situation appears, when the automobile sells well, the distributor plains that the factory of the host puter does not implement contract , Not delivering on time , when the automobile is unsolvable, the factory of the host puter does not think again distributor39。an street limit both sides pass through by train, Very short luckily. A piece of form even numbers, e as a hard blow at to go back the good momentum of 212 markets, and the new index of environmental protection implemented in Beijing, Have good thing plan and coordinate first and make situation of sale prosperous little cold to fall and get off cars, In the countryside of suburb of Beijing, have just begun to enter the little car, the peasants of 212 stages, have to get back to and pollute even more, consume energy even more again, Less safe agricultural car, hand tow era. The gratifying one is, the auto industry faces a new development opportunity, on one hand, The country begins to rectify the unreasonable automobile and have tariff fee strictly, a more main one is to put forward concept and policy of expanding domestic demand, The economist realizes the automobile in looking for the course of prescription of expanding domestic demand, It is neither especially automobile who public money consumed nor an important content. Then, the development environment of the auto industry is hopeful to improve thoroughly. Under this kind of situation, marketing mode will bee the basic content of the tactics of market of each enterprise of automobile trade. We can carry on the division at stage for the automobile market too: Stage plan stage of assigning one by ones( one 1978): The characteristic at this stage is that the products plan to assign strictly, sold in unison by the electromechanical department of goods and material, Production division of automobile production, this enterprise of stage direct marketing automobile. Stage plan stage of transforming into market economy one by ones (will it be one 1992 1978): This stage characteristic is: The plan dropped year by year, dropped to 15% in 1992, the market began to play a decisive role. Besides, though the automobile market rises to fall, rely mainly on seller39。中文 5778 字 附錄一 The Develop course of Chinese auto industry New century and China39。s market overall, An important characteristic is that the sale of automobile bees the high profit trade, the sale of automobile pany emerges in a large amount, Not merely former to have staterun main channel development scale energetic and spread and layout, war industry, agricultural machinery enterprise succeed and transfers to another work and sell train systematically, The individual economy enters the sale of automobile field too. In order to prevent the confusion, have issued automobile having a monopoly in and policy of power of management of car, Standardize the market with the administration means. Stage buyer39。s sales are capable, Can39。 The