RSUSSH 2020

IN20-153 Marketing Business Model for the Automobile Spare Parts Market in China: a Case Study of Company A

Presenter: Qian Li
Rangsit University, Thailand

Abstract

            Objective: This study selected A company as the research case company to study the innovation of A company's business model. Methods: Using in-depth interview method as the main method, four managers of A company were invited to interview, and the results of the interview were analyzed by commercial canvas map.

              Findings and conclusions: Through the interview results found that A company in marketing, production, staff training, customer relationship management, sales channels, financial management and other aspects of better. In the aspect of systematic information management, A company has considered introducing computer technology such as big data for all aspects of management.

Keywords: Auto Parts; Case Study; Business Model canvas; Marketing

Citation format:

Li, Q.. (2020). Marketing Business Model for the Automobile Spare Parts Market in China: a Case Study of Company A. Proceeding in RSU International Research Conference, May 1, 2020. Pathum Thani, Thailand.

QUESTIONS & ANSWERS

FENGKUN WANG (Visitor)

你好,想了解一下,A公司的经验有哪些是可以推广学习的?另外仅采用四位领导的访谈法,得到的结论是否有效?

Siya Zhou (Visitor)

你的研究目的是什么?

Qian He (Participant)

你为什么选择调查A企业?

Qian Li (Presenter)


A公司的经验包括重产品质量与客户的关系维护,首先,在产品质量方面,保证产品质量的精度和使用寿命都符合国家及汽车生产商的标准,引进国际先进生产线生产产品;在客户关系的维护方面,及时安排设计人员入驻汽车生产商内,协助开发新产品。在管理方面,及时的在大数据时代引进CRM系统等,开通了远程管理、远程电话技术指导等,且通过CRM系统更好的管理生产、仓储、原材料备货等项目,降低原材料的过多采购等。
虽然仅采访了4位领导的,但是这4个领导的分别是总经理(掌控整个公司的运作)、生产部总监(负责生产方面的质量、生产进度等)、销售部总监(负责整个公司的销售)、以及财务长(负责整个公司的财务管理),分别是总经理对应了价值主张、核心资源、关键伙伴。生产部总监对应了关键活动,销售部总监对应了目标客户、客户关系、渠道通路、财务部对应了成本结构、收入来源。所以可以认为这4个领导的结论对于A公司的商业画布具有一定的有效性。

Fudong Luo (Visitor)

Please explain the positive effect of the introduction of big data on company management.

Qian Li (Presenter)

A公司作为小型汽车零部件企业,已利用江苏省自主品牌汽车公司的大发展趋势,在市场上占据了自己的一席之地。具有竞争力的汽车零部件。本研究的研究目的主要如下:
透过商业模式的九大区块,探讨A公司的现状,包含目标客户、价值主张、通路、顾客关系、收入来源、关键资源、关键活动、关键伙伴以及成本结构。针对上述结果,提出A公司营销创新的方向。

Qian Li (Presenter)

在中国,汽车零部件市场正处于快速发展阶段,行业水平低,投资少使市场竞争越来越激烈。所以汽车零部件厂商好的管理模式才是生存的关键。中国微小型企业的平均寿命只有3年,而A公司是2000年建立的一家公司,从一开始的小作坊慢慢的发展成具有一定基础与合作伙伴的零配件生产商,能够成为国内数十家汽车生产商的合作伙伴,A公司也是具有比较好的管理方式,所以研究A公司,希望了解到他们商业模式,可以为其他小型企业提供一定的帮助。

Qian Li (Presenter)

The advent of the era of big data has changed the internal and external environment of enterprises and caused the transformation and development of enterprises. The enterprise is more and more intelligent, the management has realized the information. Data collection, transmission and utilization in enterprises need the support of modern management thought. For example, cloud services can enable staff in different regions to share resources, documents and video conferences with each other. For example, the outbreak of the epidemic in 2020 caused many enterprises to fail to return to work in time, so the company management can carry out internal operations and meetings through big data cloud services. In addition, the analysis and utilization of data under the background of big data is the key of enterprise decision. Company may, according to sales partners in the past, the sales of the industry, through data analysis, to predict the next quarter's sales situation, never can be better for the expansion of production or production, to reduce the excessive procurement of raw materials, ensure the normal order of the warehouse finished product circulation, reduce product production and the backlog of too much problems. In addition, through CRM and other software management, the enterprise is also equivalent to the use of big data within the enterprise, which can better analyze the user portrait of customers, customer group classification, etc., which is conducive to the decision-making level to make more accurate decisions.