Preface

China’s car sales have surpassed that of the United States, and China’s market has become the world’s largest auto sales market. Many Chinese families are ready to own cars and enter the era of automobile life. As the world’s largest automobile consumption potential market and automobile consumption market, China’s automobile market contains unprecedented market opportunities. Automobile marketing can help consumers to make the best choice in the market of numerous automobile manufacturers, models and brands. The seller’s market has completely evolved into a buyer’s market, and the automobile industry is speeding up the process of survival of the fittest. As an industry with huge potential and insufficient development, there is a chance to win for any brand and any operator. Its premise is: must sell the good car, must do the marketing well. How to improve business performance quickly and effectively depends on the scientificity and rationality of marketing strategy and the cultivation of marketing talents. Therefore, the demand for automobile marketing talents in China’s automobile market is increasing, and the requirements for automobile marketing talents are also higher and higher. Automobile sales and service enterprises are thirsty for automobile marketing talents, as a part of cultivating automobile marketing talents.
    Starting from two aspects of automobile marketing technology and planning, this book respectively elaborates and analyzes automobile marketing and planning from ten parts, so as to conform to the current market demand and the demand for automobile sales talents.
    In the process of compiling this book, many works and papers at home and abroad have been used for reference. Due to the limited level and short time, the shortcomings in the book are inevitable. Experts, scholars, colleagues and readers are welcome to make criticism and correction.

前 言

中国汽车销量已超过美国，中国的市场成为全球第一大汽车销售市场，众多中国家庭已经为拥有汽车、进入汽车生活时代做好了准备。作为世界最大的汽车消费潜力市场和汽车消费市场，中国汽车市场蕴藏的市场机遇是前所未有的。汽车营销可以帮助消费者在众多的汽车厂家、众多的车型和品牌充实的市场中做出最好的选择，卖方市场已经完全进化为买方市场，汽车行业正在加快优胜劣汰的进程。作为一个潜力巨大、 开发并不充分的行业， 对于任何品牌和任何经营者都有胜出的机会。其前提是：必须卖好车，必须做好营销。如何快速有效地提升企业经营业绩，取决于营销方略的科学性与合理性，取决于企业营销人才的培养。所以，中国汽车市场对汽车市场营销人才的需求量不断增长，对汽车市场营销人才的要求也越来越高，汽车销售与服务企业对汽车营销人才求贤若渴， 作为培养汽车后市场人才的一部分。
      本书从汽车营销技术和策划两个方面出发，分别从十个部分对汽车营销和策划进行阐述分析，顺应现在市场的需求和对汽车销售人才的需求。
      本书在编写过程中，借鉴了国内外很多著作以及论文，对此表示由衷的感谢，由于水平有限，时间仓促，书中的不足之处在所难免，恳请各位专家学者同行及广大读者批评指正。