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The research on automobile marketing channel management model

Author(s): Zhixin Li, Lihong Guo, Changming Li

According to data displayed by China Automotive Industry Association, the sales of automobile in 2013 is 120 million around the world, in which Chinese cars account for 19 million, ending up in the world's first place with a rate of four percent. Private car ownership in China has exceeded 100 million currently, which confirms China's status as a big automobile country. China will become the world's largest automobile potential market and ranks second in the world automobile market, therefore he market opportunities in China's auto market is unprecedented. As the automotive industry is speeding up the process of survival of the fittest, automobile marketing is essential for any brands, distributors and operators. How to sell a car and how to do marketing depends on the marketing talent and team execution ability. By mastering advanced marketing strategies, they are more likely to occupy a larger share of the market. The article firstly introduces related concepts, as well as automobile marketing mode, and at last put forward relevant proposals and measures by going through the dealers’ competitive research.

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