Lesson 27 Automobile Marketing Skills
汽车服务工程专业的看法英语作文
汽车服务工程专业的看法英语作文At present, with the rapid development of the automobile industry, the demand for automobile talents is surging.Whether it is a large demand for automobile research and development and automobile manufacturing talents or a large demand for automobile service talents in the automobile aftermarket, all these require universities to continuously transport relevant talents.At present, most of our higher education training is given priority to with theoretical knowledge learning, the lack of practical ability, in the enterprise line work, often high not low, on the one hand, enterprises will complain about the right talent, on the other hand, graduates complain that there is no suitable job to find, the main problem is that the talent training mode is not to keep up with the actual needs of social development.The Outline of the National Plan for Medium-and Long-term Education Reform and Development (2010-2020) clearly states that the quality of personnel training should be improved, with the focus on expanding the scale of application-oriented, compound and skilled talentstraining.Cultivate talents with both theory and practice, so that they can go to the post directly or slightly training can adapt to the post.Introduction to automobile service Engineering major In the narrow sense, automobile service refers to all kinds of technical and non-technical services and supporting services involved in each link from when the automobile leaves the factory into the sales and circulation field after the end of its service life.The broad sense of automobile services can also be extended to the field of automobile production of various related services.The students of this major mainly learn basic theoretical knowledge in automotive technology, automotive application, automotive service and other fields, receive systematic training in modern automobile diagnosis, testing and maintenance technology, automobile marketing and other automobile services, and have the basic ability to engage in automobile technical service and operation management.1. Main disciplineUse of transport tools in engineering, mechanical engineering, finance.2. Main coursesAdvanced Mathematics, College English, Mechanical Drawing, Theoretical mechanics, Mechanical Design Foundation, Automotive structure, automotive theory, automobile marketing, auto insurance and claims settlement, automobile evaluation, etc.Automotive Service Engineering is an undergraduate major designed to meet the needs of automotive marketing, automobile insurance, automotive evaluation and automotive technical service.This major in accordance with the "based on traffic, outstanding features, strengthen element can" educational positioning, based on carrying tools using engineering, mechanical engineering, finance and other disciplines, in automobile marketing, automobile insurance, automobile evaluation, automotive technology services as the professional direction, training transportation management department, automobile maintenance enterprises, used car trading market, insurance industry production and management of the first line need of high-quality applied talents.Cultivate goalsThis major aims to cultivate compound senior technical talents in automotive technical service and management.Understand the development trend of automobile marketing and automobile market and automobile after-sales service industry at home and abroad, have the basic knowledge of modern operation and management and the basic skills of automobile after-sales service, and have the ability to engage in automobile marketing and insurance, automobile testing and maintenance, and vehicle evaluation and other automobile service work.This major students mainly study mathematics, physics, electronic technology, mechanical foundation, the basic theory and structure in the field of automobile theory and basic knowledge, by the relevant physics, electronic technology experiment, automobile marketing and insurance, automobile detection and maintenance of the basic training, have the comprehensive use of automobile, management and legal knowledge, engaged in automobile marketing and insurance, automobile detection and maintenance ability.Every student in the choice of professional will be more or less consider what kind of work after graduation, they should develop inwhat direction, if not positive, fully prepared, lack of independent choice enthusiasm and ability, is to give up their right to grasp the fate, can only passively accept any possible results, passive waiting and accept the social choice of individual.And those college graduates who have a correct understanding and reasonable planning of their college career are able to enter the society more smoothly and achieve greater success.。
论汽车营销模式中的中国文化因素
论汽车营销模式中的中国文化因素作者：陈晓阁郑雨潇来源：《时代汽车》2021年第19期摘要：在当前的社会经济发展过程中，汽车销售一直是较为热门的行业之一，由于传统消费观念影响，大众在购买汽车时往往受外界观念影响，这在一定程度上影响到了汽车的销售。
因此在传统汽车领域，基于当前消费者的心理，在品牌认证及民众的认可度方面，经传统文化熏染，往往具有鲜明的中国特征，在此情况下，根据当前的消费现状，在思想文化领域对民众进行调查，以便更好的寻求发展方向。
本文以经济学营销为基础，通过对我国的思想文化进行调查，以当今汽车行业发展方向为指标，以此分析当前影响汽车营销的客观因素。
关键词：汽车营销中国文化营销策略经济概论On Chinese Cultural Factors in Automobile Marketing ModeChen Xiaoge，Zheng YuxiaoAbstract：In the current process of social and economic development， automobile sales have always been one of the more popular industries. Due to the influence of traditional consumer concepts， the public is often affected by external concepts when buying cars， which affects automobile sales to a certain extent. Therefore， in the traditional automobile field， based on the current consumer psychology， in terms of brand certification and public recognition， the traditional culture often has distinctive Chinese characteristics. In this case， according to the current consumption situation， in the ideological and cultural field the article investigates the people in order to better seek the direction of development. This article is based on economics marketing， through the investigation of our country's ideology and culture， and the development direction of today's automobile industry as an indicator to analyze the objective factors that currently affect automobile marketing.Key words：automobile marketing， Chinese culture， marketing strategy， introduction to economy1 引言随着我国社会经济的不断发展，汽车人均保有量逐年上升，且汽车销售渠道日益发展成熟，在中国传统文化的影响下，民众对汽车的选购逐渐呈现独特的思想观念认知，这对当前的汽车营销具有着大影响，因此，研究民众受思想文化影响对营销方向有着积极的引导作用。
汽车营销与保险课程教学大纲
《汽车营销与保险》课程教学大纲课程代码：0803615003课程名称：汽车营销与保险英文名称：Automobile Marketing and Insurance总学时：24 讲课学时：24学分：1.5适用对象：机械设计制造及其自动化（汽车技术）、车辆工程先修课程：汽车构造、企业管理一、课程性质、目的和任务本课程是机械设计制造及其自动化专业（汽车技术）和车辆工程专业的一门专业选修课，主要研究市场营销活动及其规律性与汽车保险，是一门建立在经济科学、行为科学、现代管理理论基础之上的应用科学，具有综合性、实践性、边缘性的特点。
课程的核心内容就是在买方市场条件下，卖方如何从顾客的需要出发，制订企业发展战略，组织企业市场营销活动，从而在满足顾客需求的前提下，使企业在激烈竞争的市场环境中获得生存和发展。
通过本课程的学习，要求树立正确的市场营销观念，牢固地掌握现代市场营销的基本理论原理、方法手段和工具，掌握运用现代市场营销和保险知识解决实际问题的能力。
二、教学基本要求在了解、掌握汽车专业相关知识的基础上，以理论分析和案例分析密切结合的方法，研究卖方如何从顾客的需要出发，制订企业发展战略，组织企业市场营销活动，以树立正确的市场营销观念，牢固地掌握现代市场营销的基本理论原理、方法手段和工具，掌握运用现代市场营销和保险知识解决实际问题的能力。
三、教学内容及要求1. 汽车市场营销概述讲述市场营销的基本内涵；汽车营销的研究对象与方法及汽车营销管理过程。
了解市场营销的基本内涵及汽车营销的研究对象与方法。
掌握汽车营销管理过程。
2. 汽车市场营销环境分析讲述市场营销环境概述；汽车市场营销宏观环境及微观环境。
了解汽车市场营销宏观环境及微观环境。
掌握市场营销环境概述。
3. 汽车市场调研与预测讲述汽车营销市场调研与预测的含义与内容；汽车营销市场调研与预测的作用、方式、方法；汽车营市场销调研与预测步骤，营销信息系统及其构成。
了解汽车市场营销调研的作用、方式、方法，营销信息系统及其构成。
汽车专业英语教程教案
汽车专业英语教程教案Title: Automotive English TutorialLevel: IntermediateDuration: 8 weeks (16 sessions)Week 1: Introduction to Automotive English- Brief introduction to the tutorial- Overview of the automotive industry and its importance in global markets- Vocabulary and terminology related to vehicle parts- Discussing the functions and features of different parts Week 3: Vehicle Systems and Maintenance- Overview of the major systems in a vehicle (engine, electrical, transmission, etc.)- Discussing routine vehicle maintenance and troubleshooting - Vocabulary related to vehicle maintenance and repairWeek 4: Diagnosis and Troubleshooting- Role-playing exercises for diagnosing vehicle issues- Importance of customer service in the automotive industry Week 6: Sales and Marketing in Automotive Industry- Discussing sales and marketing strategies in the automotive industry- Vocabulary related to sales and marketing- Role-playing exercises for negotiating vehicle salesWeek 7: Automotive Technology and Innovation- Introduction to emerging technologies in the automotive industry- Vocabulary related to automotive technology and innovation - Discussing the impact of technology on the industryWeek 8: Presentations and Final Review- Students will prepare and deliver short presentations on a chosen automotive topic- Final review of vocabulary, grammar, and industry-specific language- Evaluation and feedback sessionTeaching Methodology:- Lectures and discussions on automotive industry topics- Role-playing exercises to simulate real-life scenarios- Vocabulary-building activities (flashcards, word games, etc.)- Regular evaluations to track progress and provide feedback Assessment:- Weekly quizzes to measure understanding of vocabulary and industry knowledge- Participation in discussions and role-plays- Final presentation on an automotive topic- Final evaluation based on overall progressNote: The duration and specific topics of the tutorial can be adjusted based on the needs and level of the students. Additional resources such as textbooks, articles, and audiovisual materials can be incorporated to enhance the learning experience.。
汽车营销英语
汽车营销英语In the fast-paced world of automobile marketing, the language we use is as crucial as the vehicles we sell. It's not just about the horsepower or the sleek design; it's about the story we tell.Engaging the customer starts with a clear and concise message. "Experience the thrill of the road with our latest model, designed for the driver who craves both comfort and power." This line invites the consumer to envision themselves behind the wheel.Creating a connection is essential. "Our vehicles are not just cars; they're companions for life's journey." By framing the car as an extension of the customer's lifestyle, we build an emotional bond.Highlighting features in a relatable way is key. "Imagine arriving at your destination refreshed, thanks to our advanced climate control and ergonomic seats." This paints a picture of the benefits in a tangible way.Appealing to the senses can be a powerful tool. "Feel the rush of wind as you cruise with the top down, and let the purr of our engine be the soundtrack to your next adventure." This taps into the visceral experience of driving.Inclusivity in our language broadens our reach. "Whetheryou're a city slicker or a country explorer, our range has a model to match your unique needs." This ensures that all potential customers feel represented.Highlighting sustainability is increasingly important. "Join us in driving towards a greener future with our eco-friendly models, designed with the environment in mind." This speaks to the growing concern for our planet.Finally, the call to action should be compelling. "Don't just drive, dominate the road in our latest release. Test drive today and feel the difference for yourself." This invites immediate action and a personal experience.In the realm of car marketing, the words we choose can steer potential buyers towards their next purchase, making the journey as exciting as the drive itself.。
新概念第三册课文翻译及学习笔记：Lesson27
新概念第三册课文翻译及学习笔记：Lesson27【课文】It has been said that everyone lives by selling something. In the light of this statement, teachers live by selling knowledge,philosophers by selling wisdom and priestsby selling spiritual comfort. Though it may be possible to measure the value of material goods in terms of money, it is extremely difficult to estimate the true value of theservices which people perform for us. There are times when we would willingly give everything we possess to save our lives, yet we might grudge paying a surgeon a high fee for offeringus precisely this service. The conditions of society are such that skills have to be paid for in the same way that goodsare paid for at a shop. Everyone has something to sell.Tramps seem to be the only exception to his general rule. Beggars almost sell themselves as human beings to arouse the pity of passers-by. But real tramps are not beggars. Theyhave nothing to sell and require nothing from others. In seeking independence, they do not sacrifice their human dignity. A tramp may ask you for money, but he will never ask you to feel sorry for him. He has deliberately chosen to lead the life he leads and is fully aware of the consequences. He may never be sure where the next meal is coming from, but heis free form the thousands of anxieties which afflict other people. His few material possessions make it possible for him to move from place to place with ease. By having to sleep in the open, he gets far closer to the world of nature than most of us ever do. He may hunt, beg, or steal occasionally tokeep himself alive; he may even, in times of real need, do alittle work; but he will never sacrifice his freedom. We often speak of tramps with contempt and put them in the same class as beggars, but how many of us can honestly say that we have not felt a little envious of their simple way of life and their freedom from care?【课文翻译】据说每个人都靠出售某种东西来维持生活。
汽车类(外文翻译)--汽车营销automotive marketing(译文+英文)—-毕业论文设计
Automotive MarketingFirst, the auto parts network management conceptAmerican auto parts of automobile fittings dealer Raymond is located in a suburban Atlanta, American and other accessories, this shop to shop and its characteristics, but is online transactions, and car accessories sales related services are available on the Internet. This distributior store of salespeople have extensive network of knowledge, they patiently helped no online trading experience of customer finish on the Internet. If the customer need, they also can be free of imparting knowledge of online transactions. In order to reflect the rapid and convenient online sales, they provide 24-hour services, if the customer questions, they always strive to reply in 15 minutes. The customer need, sitting at home before entering the store sells computer, then the website can complete all want to do, watch shop fittings, download the pictures, auto prices, orders, etc. Then, you can sit at home or in his own maintenance shop of door-to-door salesman received by car accessories.Online transaction does have many advantages. To save time, this is obvious. In this way, said dealers trade become a way to attract customers, people gradually accept it and approved. At the same time, the online trading reduced many expenses, including the staff, management, marketing, etc, and save the cost of expenses on auto parts price on the customer benefit.This is the foreign auto accessories sales of a networked management. This through the Internet and e-commerce fulfillment of our country, and online business, the auto parts marketing MVP has important significance. From the current situation of auto parts, auto sales network throughout the circulation of construction is not perfect, or in an internal network condition. The network Settings are mostly for enterprise internal coordination and daily management, instead of e-commerce.China's online accessories sales prospects from abroad, also can be the development of auto parts online sales of enlightenment. In the foreign auto accessories sales, how to do? "" zero kilometers sales How to provide the most satisfactory service to customers? With the Internet, these two problems can greatly alleviate. Now, especially developed countries around the world through the Internet to buy auto accessories are expanding quickly.Second, the auto parts network management advantagesOnline purchase of auto parts for car dealers and customers, whether for auto parts manufacturing enterprise, it is a good thing. First, for auto parts manufacturing enterprise, the Internet can more easily collect customers to buy auto parts in the process of the various issues, and timely information feedback to the auto parts manufacturing enterprises. According to the above analysis, the enterprise can produce customer purchase intention, thus producing according with market demand as the auto parts. This saves time and cost, and snatch market opportunities. Secondly, the use of Internet information and convenient services, manufacturing enterprises can promptly informed accessories vendors inventory and sales, thereby adjusting their production and auto parts allocation plan. Auto accessories vendors reduce inventory, accelerate the cash flow, obtained satisfactory returns. For users, they can through the Internet, like "menu" optional choose oneself need auto parts.The market information for auto parts manufacturing enterprise and the seller is important, and can be easily obtained through the Internet. Internet auto parts vendors canprovide customers to production enterprise of real-time field information. The demand of information can help to reduce automobile accessories sales production enterprise charges, which usually cost will account for auto parts price of around 15% final sales. If the promotion costs, the cost is higher proportion. In fact, the Internet can also play a role of advertising.Before that, the sellers of auto parts distribution has always sold in part, and another part of the poor. Money is part of the occupied fee is caused to sell the car accessories. Through the Internet, the production enterprises and vendors can be avoided in production and sales market sales bad auto parts. With the advent of the Internet and convenient service, not only saves time and cost, and more importantly, the Internet can cause a concept of change, auto parts manufacturing enterprise, distributors and customers to be stuck nearlier more.Third, China's automobile fittings network management development trendChina's auto accessories network management and e-commerce, has started to present development trend. Many of the current domestic large and medium-sized car repair enterprises established computer management system, realized the internal network. This covers the entire network maintenance services. To receive from business, dispatching material inspection. Computerized control can be made to understand the undertakings in real-time monitoring, which can form, and greatly improve the efficiency of the staff, more important is to replace manual accounting and management, strengthen accessories.Meanwhile, some large scale, the current operating performance good car accessories dealers also introduced a computerized management. Because of automotive products, so use variety of such management software, the personnel must be higher requirements after a period of training to mount guard. Such auto parts management network covers the whole process of operation. From the incoming, retail and wholesale price is determined according to the models, and such Numbers classified management, finally to do account settlement and delivery, and XiaoZhang. Chain-like management make better dealer has put the network management of the whole FenXiaoDian to it, formed a certain scale of network connection. Many automobile fittings all dealers from network management gained good returns. The most prominent feature is reflected in the commodity, through the network management allocations, can reach twice the result with half the effort.In addition, in recent years the old car accessories circulation system gradually broken, auto parts market, constantly mature vigorous development. Some far-sighted insight, the operator has felt the network era, and start a near the market network. Like changchun automobile fittings, west of Beijing automobile fittings, Shanghai auto parts market such as the city of virtual network construction and the development of the market for 2000. But the reality is that the network is quite childish, but certainly not realize online trading and service.With the quickening pace of "two", the personage inside course of study to commend "trinity" sales mode in the earth gradually. For example, in the choice of Shanghai general dealers, whether to have "trinity" sales ability to determine the object, such as a "trinity" whole car accessories sales mode is a microcosm of network flow field. Because it includes from truckload sale, spare parts supply and maintenance.Mention auto parts network management and e-commerce, somebody thinks, car accessories telephone shopping is actually e-commerce, because only communicationplatform between different, the operation is basically the same. Actually this kind of understanding is not accurate, phone business and e-commerce is more like Cousins, in many ways, phone business congenital deficiency. First, consumers from the phone in understanding the information is limited, can fully satisfy customer's requirements. Secondly, if advertisers, or printing accessories for customers, due to the directory of accessories sales, cost of printing more and more high, but slow renewal speed. In addition, on the telephone exchanges, due to the environment, voice, speaking, the influence of factors, make telephone service personnel difficulty and error rates increased. Just as phone business, management content in depth and breadth aspect further development will be limited.Fourth,Auto parts distribution system and network management of constructionAuto parts distribution system and network management of construction iis now a successful online trading tangible products such as books, audio and video products, clothing, etc., and auto parts as a certain scientific and technological content, some products are statemandatory standard industrial products, to achieve on-line transactions, compared with other industrial products, have their advantages, sellers and buyers as long as posted on the Internet and input information about auto parts, such as vehicles, cars, parts name, part number, manufacture, price, quantity, etc., you can sell online or purchase.To truly realize the concept of e-commerce online sales, buyers and sellers in addition to solving the "integrity" issues, but also must establish a complete set of efficient logistics distribution system.Speaking before the factors that limit development of electronic commerce, nothing more than a means of payment, security authentication, the real make up, will find car parts logistics and distribution system is the most difficult, the most facile, the most expensive one.Many auto parts e-commerce companies are trying to find the existing physical network, such as postal services, courier and even newspaper delivery company as a delivery system.However, a suitable auto parts distribution and e-commerce system should look like?The conditions of physical network can be transformed into an auto parts distribution system of e-commerce will be the lowest cost?Five, Auto parts network management is the only way for the development and reform of the road networkThe Chinese auto parts sales development should be appropriate for the situation in China, with Chinese characteristics, the way the Internet business. Indeed, the United States, network operators have achieved great success, but we can not ignore this brilliant behind the social basis of the United States strong material foundation. As early as 100 years ago, the U.S. has established a comprehensive road, rail, postal services, courier delivery system combining; today's society, Americans have been accustomed to "free currency trading." It can be said that today's Internet economy development in the United States should be a very natural result and is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and delivery has become a fatal problem "bottleneck." How to combine the development of China's national conditions and characteristics of the Internet, be able to realistically do something practical auto parts network operators today is the development of priority. China'sauto parts e-commerce and enterprise network operators must follow the joint and it should be a very natural result is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and distribution has become a fatal problem "bottleneck."How to combine the development of China's national conditions and characteristics of the Internet, Being able to realistically do something practical auto parts network operators today is the development of priority.汽车营销一、汽车配件网络化经营的概念美国汽车配件经销商雷蒙德的汽车配件店位于美国亚特兰大市的一个郊外，这个小店与别的配件店并无二致，但其特色是网上交易，任何与汽车配件销售相关的服务均可在互联网上实现。
汽车营销专业课程体系与1+X证书制度内容对接研究
70AUTO TIMEAUTOMOBILE EDUCATION | 汽车教育汽车营销专业课程体系与1+X 证书制度内容对接研究代丽丽 刘德发 刘剑峰 刘家伟黑龙江农业工程职业学院 黑龙江省哈尔滨市 150088摘 要： “1+X 证书”制度是《国家职业教育改革实施方案》贯彻全国教育大会精神，以提升职业教育质量为主线，提出了一系列针对性很强的改革举措之一；是将“学历证书”与“若干职业技能等级证书”有机衔接，按照高质量发展要求，深化复合型技术技能人才培养培训模式和评价模式改革的重要改革部署，也是重大创新。
我校在依托校企合作项目，通过实践形成的汽车技术服务与营销专业与1+X 证书对接的课程体系，希望为其他院校提供参考。
关键词：课程体系 “1+X 证书”课证融合 汽车技术服务与营销落实“1+X 证书”制度对于高职生本人及社会学员有重要意义。
近年来，国家对高端复合型技术技能人才需求量日益增大，高职院校学生及社会学员具备一定的技术技能，但缺乏专业的认证体系，无法判断其自身水准，该制度的成功实施可以帮助高职院校学生及社会学员通过培训考核获得相应水平的职业技能等级证书。
落实“1+X 证书”制度对高职院校也有重要的意义。
高职院校可以盘活教学资源，开展高质量的对内对外的培训，建设自身的同时提升对外服务能力、扩大院校的知名度和影响度，为学校更进一步的发展奠定基石。
落实“1+X 证书”制度对国家也有重要的意义。
作为国家“全民学习、终身学习”战略的具体化和学分银行的一个重要落脚点，高职院校“1+X 证书”制度的推进效果直接关系到我国全民终身学习体系推进的速度，同时也影响着未来高端复合型人才的培养。
由于“1+X 证书”制度推出时间短，高职院校汽车营销专业在课程体系设置方面与1+X 对接尚未成型，如何指导教师进行技术技能型人才培养，强调学生的动手能力，实现与技能等级证书的有机衔接尚无指导，下面将从系统分解汽车技术服务与营销专业在课程体系、课程主要内容两方面与1+X 的对接研究。
《汽车营销学》课程思政建设与探索
1 《汽车营销学》思政教育融入意义汽车营销学的高质量发展是汽车企业产业转型升级和能否培养高素质技术技能人才的关键。
《汽车营销学》是汽车类专业的必修课。
随着汽车行业的巨变以及学生学情不同的特点，该课程在整个专业课中的育人作用日益重要。
为提高学生综合素质，让立德树人润物无声，《汽车营销学》专业课程思政建设成为必然。
汽车行业巨变与人才需求之间的矛盾，需引领学生价值导向。
在智能化、共享化的互联网大环境影响下，带动了汽车消费格局与方式改变，也给汽车行业带来了全新的挑战，特别是网络直播的出现，使传统销售理念发生转变，出现了新型销售模式。
深度运用新媒体手段整合企业资源，提高汽车企业的服务水平，提供了更多种更多变的销售渠道。
现在学生由于时代特性，个人主体意识比较强，员工不愿意被企业一些规章制度所束缚，对自己未来职业发展情况不清晰，致使企业员工流失率较高[2]。
汽车营销学传统教学中通常只讲授专业知识，不会详细说明营销学整个发展历程及应用鲜活的教学案例，在学习过程中很难建立职业责任感。
在专业知识教学过程需要合理融入精神内涵与社会价值，激发学生责任担当、敬业精神。
教学中理论知识目标与实践应用培养目标侧重程度存在差异，课程思政需根据不同侧重点合理融入案例，更好达成教学目标。
教学目标不仅要求学生掌握相关知识还要注重综合能力培养，所以课程思政融入需要深入挖掘与学生们生活相关的教学案例，来讲解汽车营销相关知识，将知识与案例深入结合，培养学生“严谨，求实，务实，创新”的思想，激发学生学习专业知识及投身实践的热情。
课程思政本身与教师自身理解之间存在差异，课程思政的教学设计融入应该是全过程的。
目前，我国高校专业课思政融入恰当合理，符合大学生个性成长需求，但是依然存在些教师对课程思政理解不到位，专业知识与思政元素融入“两张皮”现象，造成思政内容融入突兀，变成课程的另一个知识点现象、未能使专业课和课程思政形成育人合力，使课程育人达不到良好效果[3]。
汽车营销过程中的问题及对策分析
AUTO AFTERMARKET | 汽车后市场时代汽车 汽车营销过程中的问题及对策分析李军安徽省汽车工业学校 安徽省合肥市 230041摘 要： 伴随着社会的进步和国内经济的快速发展，现如今人们的生活质量和水平得到快速提升，人们更多的愿意购买私家车作为代步工具，这带来了汽车销售市场的巨大机遇。
在大众购买力提升的环境下，汽车销售发展空间也不断扩大，但是众多汽车品牌的营销竞争也更加激烈，如何获得营销竞争优势开始广受关注。
本文以此为出发点，首先分析了我国常见汽车营销模式，之后总结了营销问题，最后针对问题提出了我国汽车营销发展对策及建议，以期为营销实践提供参考和支持。
关键词：汽车营销 服务 汽车市场我国人口众多，各地汽车需求量也不断增加，汽车产业发展迅猛。
但是近些年进口车开始更多的侵占本土汽车品牌市场，深入分析可以了解到主要由于国产品牌汽车在销售方面存在众多问题，未能建立一个完善的汽车销售网络和营销体系。
对此，分析我国汽车营销过程中的问题及对策更加有利于带动我国汽车营销市场健康发展，提升国产品牌汽车的市场竞争力，增加市场份额。
通过理论分析以期达到对实践的指导和参考作用。
1 我国常见汽车营销模式近些年我国汽车市场销售额持续保持世界第一位，现实了中国国内目前强大的汽车销售发展动力。
但是在众多外来进口品牌汽车的出现，自主品牌与外来品牌的竞争也更加激烈，自主品牌的汽车销售也开始陷入复杂的境地，目前我国的汽车销售模式也开始展露些许问题。
下面首先针对我国的汽车销售主要模式进行概括分析。
1.1 特许经营的专卖店模式专卖店也就是4S点特许经营模式是一种典型的专卖店模式，主要由制造商和经销商合作进行宣传销售。
在销售过程中，汽车制造商属于严格的汽车核心资源控制方，服务类型主要包括新车和配件销售，维护养护，信息反馈等。
目前，国内大部分汽车都是专卖店销售模式，这也成为了汽车销售的主流模式。
1.2 汽车超市汽车超市是多个汽车代理品牌同时入驻，属于多个品牌和多类型资源混合的销售模式，在汽车超市选购品牌汽车的过程中，消费者有更多的选择空间，同时也可以同时进行同类型汽车和不同品牌汽车的直观对比和参考。
Lesson27Nothingtosellandnothingtobuy
Lesson 27 Nothing to sell and nothing to buyPart 1 W ords and Expressions(1) philosopher n. 哲学家(a person who studies or writes about philosophy)派生：philosophy n. 哲学philosophical adj. 哲学的词根：phil-：love soph：wisdom（爱智慧）(2) wisdom n. 智慧(the ability to make sensible decisions and give good advice because of the experience and knowledge that you have)(3) priest n. 牧师(a person who is qualified to perform religious duties and ceremonies in the Roman Catholic, Anglican and Orthodox Churches)(4) spiritual adj. 精神上的(connected with the human spirit, rather than the body or physical things)(5) grudge v. 不愿给，舍不得给(to do or give sth. unwillingly)结构：grudge sth. / grudge doing sth.翻译：我不愿意做那么多作业。
I grudge having to do so much homework .(6) surgeon n. 外科大夫(a doctor who is trained to perform surgery)联想：内科医生physician 外科手术surgery 整容手术plastic surgery(7) passer-by n.过路人(a person who is going to pass sb./sth. by chance, especially when sth. unexpected happens)(8) dignity n. 尊严(a calm and serious manner that deserves respect)结构：lose one’s dignity丧失尊严stand on / keep one’s dignity 保持尊严翻译：她虽然很穷，但没有失去尊严。
《汽车实用英语》第一单元到第八单元课文习题答案
课程：学年第_ _学期第周月日教学内容备注Unit 1 Development of the AutomobileSection I T alking Face to FaceThe topic area of Talking Face to Face in this unit is to recommend goods or products. The focusis therefore on the patterns that are proper in making and answering inquiries, esp. those about cars orhome appliance.Explanation of difficult expressions:1.at the 4s Store: 4s店是一种以“四位一体”为核心的汽车特许经营模式，包括整车销售（sale）、零配件销售（spare parts）、售后服务（service）、信息反馈（survey）等。
2.Is it for personal or business use? 是私用还是商用？3.With pleasure. Why not go to the showroom? I’ll show you around. We have many models displayed.很乐意。
我们到展厅去好吗？我可以带你看一看，那儿陈列有我们很多车型。
Why not do …? 表示建议某人去做某事。
show sb around 带某人参观display vt. 陈列、展览4.I think there is one type that suits you. 我想总有一款适合你。
5.Sir, how about this one? This car has excellent safety features, like the dual air bags and ABS brakes.Compared to the old types, this type has got improved in exterior design and tint. It offers high levelof comfort and eye-catching styling. And some optional equipment is also offered. 先生，这辆怎么样？这辆车的安全性能是一流的，有两个安全气囊和ABS刹车。
2020年全国职业院校技能大赛高职组汽车营销赛项规程
2016年全国职业院校技能大赛高职组“汽车营销”赛项规程一、赛项名称赛项编号：GZ-052赛项名称：汽车营销英语翻译：Automobile Marketing赛项组别：高职组赛项归属产业：制造二、竞赛目的搭建高职院校相互交流和学习的平台，促进校企合作向纵深发展，展示职业教育教学成果，促进职业教育教学改革，引领职业教育教学走向未来。
通过汽车销售顾问岗位于实际工作中，在客户接待、汽车商品知识、需求分析、营销策划方案制定、销售流程应用等方面需要的岗位能力为竞赛内容，检验学生对专业知识与专业核心技能的掌握水平。
通过此大赛促进学生职业能力提升、引领专业建设与教学改革、促进校企合作与产业发展。
三、竞赛内容汽车营销赛项设置三个子赛项：汽车销售综合技能竞赛、汽车营销策划技能竞赛和汽车营销基本技能竞赛，满分100分。
赛项总成绩由以上三个子赛项按照不同比例相加构成，其中“汽车销售综合技能竞赛”子赛项占比40%，“汽车营销策划技能竞赛”子赛项占比30%，“汽车营销基本技能竞赛”子赛项占比30%。
以上三个子赛项均按照满分100分考评，最后按照相应占比累加形成赛项总分。
1.汽车销售综合技能竞赛。
该子赛项通过情境模拟的方式进行，考核选手对整个销售流程的掌握与灵活运用能力，以及针对顾客进行销售接待、需求分析、商品说明和报价成交等环节的工作能力，是对选手汽车销售技能的全面考察。
该子赛项定位于对汽车销售顾问岗位核心技能及相关拓展技能的考核，在考核专业能力的同时，兼顾方法能力、社会能力的考评。
具体内容与比重如下：2.汽车营销策划技能竞赛。
该子赛项通过现场策划、陈述的方式进行，考核选手团队营销策划方案制定、展示、陈述、评价方面的水平和能力；考核选手团队合作、互联网+汽车营销等方面的创意思维与创新意识。
陈述前60分钟是选手团队准备时间，赛场陈述时间10分钟，使用PPT展示。
具体内容与比重如下：3.汽车营销基本技能竞赛。
该子赛项采用上机操作的方式，考核选手对汽车销售相关业务流程的岗位操作能力，及相关理论知识的掌握情况。
创新职业英语系列教材汽车英语
创新职业英语系列教材汽车英语Automotive English: A Comprehensive Guide for the Automotive Industry.Introduction.The automotive industry is a global powerhouse, with cutting-edge technology and a vast network of professionals. To succeed in this dynamic field, effective communicationis paramount. Automotive English provides a specialized vocabulary and grammar framework tailored to meet theunique demands of the industry.Chapter 1: Automotive Basics.Key terminology for vehicles and components.Understanding vehicle specifications and performance metrics.Communication in maintenance and repair workshops.Chapter 2: Design and Engineering.Vocabulary related to vehicle design, materials, and manufacturing.Reading and interpreting technical drawings and specifications.Communicating with design teams and engineers.Chapter 3: Sales and Marketing.Effective communication with customers and dealerships.Marketing strategies and industry trends.Negotiating and closing automotive deals.Chapter 4: Parts and Inventory Management.Vocabulary for parts ordering, inventory control, and distribution.Communication with suppliers and logistics providers.Managing automotive parts inventory.Chapter 5: Service and Repair.Technical vocabulary for diagnosing and repairing vehicles.Communication with technicians and customers.Reporting on service work and customer satisfaction.Chapter 6: Automotive Technology.Terminology related to emerging automotive technologies.Understanding connected cars, autonomous vehicles, andelectrification.Communicating about future developments in the industry.Chapter 7: International Automotive Business.Globalization and the automotive industry.Vocabulary for cross-cultural communication.Negotiating and collaborating with international partners.Chapter 8: Automotive Journalism.Writing and editing automotive articles and reviews.Industry news and analysis.Communicating with automotive enthusiasts and professionals.Chapter 9: Vocabulary Builder.Extensive list of automotive-specific vocabulary.Definitions, examples, and pronunciation.Practice exercises to improve vocabulary.Chapter 10: Grammar Reference.Review of English grammar essential for automotive communication.Focus on technical writing, sentence structure, and verb tenses.Exercises to enhance grammar skills.Conclusion.Automotive English empowers professionals in theindustry to communicate effectively in all aspects of their work. By mastering the specialized vocabulary, grammar, and communication strategies outlined in this guide,individuals can excel in this global field and advancetheir careers.。
汽车服务工程专业英语unit 6
Currently, the most economical and practicable arrangements are those in which a diesel engine drives in series a generator to charge the batteries, which drive the electric motor,Fig.27-2.3 The Pr来自us Hybrid Vehicle
Toyota is producing the Prius car for sale in Japan and China. Its output is split, by a planetary gear set, between a high efficiency permanent magnet synchronous AC generator and the final drive gear,Fig.27-4.
The Frist Internet Vehicle
Lesson 27
The Electric Vehicles and Hybrid Power
Battery Electric Vehicle(BEV) Hybrid Power The Prius Hybrid Vehicle
1 Battery Electric Vehicle(BEV)
In the past, controlling two power units for economical operation was difficult. However, the introduction of electronic engine management systems virtually eliminated this problem. Despite the high costs of these vehicles, it is possible that road users may be indirectly pressurized by legislation into buying them.
全框架汽车销售实用技巧培训PPT模板.
Tip：用你的微笑和服务，消除客户初次来展厅的茫然情绪，先 让客户接受你，客户才会接受你所推荐的产品！
感性客户
客户 “你们这个车优惠多少钱，有什么可以送的？”
些维修和保养的费用，让您有进一步的了解！”
Tip：现在汽车行业是一个买方市场，不要与客户在一个问题上纠缠，特别是价格问题！这样 才能避免销售顾问的被动局面！
04提高公司价值 I N C R E A S E C O M P A N Y V A L U E
原理
有价格的东西一定有价值，但是有价值的东西却不见得有价格！
Tip：提升4S店在客户心中的价值，为你的价格谈判做好铺垫
03
车型介绍
MODELS IS INTRODUCED
FAB特征利益介绍法 注意事项 绕车介绍 汽车的五个方面了解汽车
FAB特征利益介绍法
FAB Feature Benefit Introduction Method
F(配置)
这辆车配有倒车 雷达
3号位是后排座
6号位是引擎盖打开里边的部分， 即发动机室。
5号位是车的正侧面；
4号位是车的后部；
汽车的
五个方面
安全 能力
超值性
造型与 美观
动力与 操控
在介绍车型时，不要给客户一一介绍， 销售顾问只要针对客户感兴趣的方面进行描述！
舒适实 用性
04
客户成交技巧
CLINCH A DEAL THE SKILLS
需求
客户希望解决自己的问题和忧虑，于是产生了需求。
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• 8. Ballpark prices. In a word, “don’t”. Don’t give them, especially early in the development of your relationship with a new client. Once your client understands that you don’t just guess to formulate your price, the last thing you want to do is plant a number in his head. If you do, no matter how scrupulously you document your “final” price, it is the ballpark price he will remember.
• Meanwhile, when a customer often proposed to you the technical expression, such as: what’s meaning of EDS, GDI? If you did not know, you may certainly say SORRY. But, according to the experts data analysis, in a sales process, when a sales person can’t reply the customer’s question on the scene or must seek the colleague’s help to reply about three times, the result will be 80% unsuccessful!
• 9. Clients as references. There is nothing wrong with using past or present satisfied customers as references, with a couple of conditions. One is that you have checked with the client first to be sure that he doesn’t mind if you give his name as a reference. And second is to make sure that they are, in fact, satisfied.
• Second, remove the fear. You could say for example “due to the way my product or service operates we are able to automate most of the manual input required”; “How do you feel about that？”. Again he will that？ feel good about that and now he is ready for what you are selling.
• How does this help you? First, you can say “If my product or service were to reduce the number of people working on the orders to two， two，how would that make you feel?” Now you have the prospect “feeling” and it is a positive feeling because you know he wants to reduce it. He will feel good about the solution even though he as yet does not know what that solution is!
• For instance, when customers have objections about the vehicle type that you recommended and they use some other types that your company does not sell or does not want to sell as excuse, you must use strong evidence to prove that how your recommendation is to surpass other vehicle types, and this strong evidence establishes on your familiarity with automobile profession.
• A Checklist for Automobile Marketing Skill • 1. When meet cold calling, do not even try to sell your product or service. Your purpose for the call is to find out if there is a need for your product or service. If it seems likely there is， then make an appointment to is， introduce your product or service to your prospect. • 2. You have two ears and one mouth. Selling is about solving problems. Solving problem is easy if you listen. Rule of thumb: listen at least twice as long as you talk.
• 7. Now ask for the order. So many times sales people have the order and then talk themselves right out of it. Once you have asked for the order and they say yes. SHUT UP. Stop selling. Enjoy the feeling of success and use those positive energies in providing the best possible after sales service you can.
• 4. At your first appointment find out if the prospect can make a buying decision. A simple question like “is there anyone else involved in the decision making process?” Works great. If there is, ask if they can be included in this and further meetings. Doing this one thing at every appointment will save you hours of wasted time selling to someone who can’t buy!
• 3. Your prospect is more interested in themselves and their problems. Most really do not care too much about you and what you have done. Give your prospect time to talk about themselves and you will have ample opportunity to find out the real problems, needs and wants and what you need to do to make your prospect desire you, your service or product.
• 5. Dig, dig, dig. Find out what the real needs and wants are. Never ever invent one; you will have a reluctant buyer and a difficult client for the life of the product or service. You will also start to make a name for yourself and company as hard or pressure sellers. This is now treated like a contagious disease in the business world. Once tagged with this label you need to find another career or move on.
• 6. A positive way to get the most from your prospect is to determine their Dominant Buying Motive. It is well recognized that people buy on emotion. Find out what emotion your prospect is going to use. As an example: ቤተ መጻሕፍቲ ባይዱfter asking some great questions such as “what annoys you the most with your current method or service and why”; listen to the answers carefully; your prospect will give you a lot of personal information using this simple question.