bright red
Automobile embodies the achievements of human material civilization and spiritual civilization for more than 100 years, harmoniously unifies science and technology and art, and accumulates the unique cultural heritage of modern society. Automobile culture is the carrier of automobile and its industry. It permeates all levels of economy and society and forms an interconnected value chain, deduces a series of behaviors, organizations, customs, laws, norms, concepts and values of human society, and forms a cultural form that affects the development process of automobile society and automobile civilization. The classic book "The Future of Automobile" (A. Altschuler et al., published by People's Communications Publishing House) describes the confusion, transformation and prosperity of the world automobile industry for more than 100 years, and depicts the power and future trend of automobile civilization for us.
The progress of automobile civilization, like the process of globalization, is the unity of contradictions and a reasonable paradox. From the perspective of countries, the evolution of automobile industry is from decentralization to centralization, from scattered workshops in early countries to a few monopolized super-car groups to economies of scale industries based on global platform/architecture production. From a global perspective, the evolution of the automobile industry is from unipolar to multipolar. It has transformed a single market structure dominated by one country into a three-legged structure of the United States, Europe and Japan, and is forming a multipolar global automobile market.
The generalized automobile civilization is mainly reflected in the lateral influence and diffusion effect of the automobile industry. The entry of cars into society and families has accelerated and improved the pace and efficiency of social and economic activities, and the subsequent automobile culture has also penetrated into all aspects of people's social life: management reform, road network formation, urbanization process, automobile service trade, automobile aftermarket and new things. The theme of SAIC-GM Pavilion in Shanghai World Expo is "2030, OK! What shows this form of civilization is vivid visual art.
In a narrow sense, automobile civilization refers to the civilization in which human beings have realized automobile movement. Cars are no longer limited to means of transportation, but living space for people's activities. Lifestyle will continue to determine the connotation of cars, and innovative products will emerge constantly. The use of cars is an extension of individual rights and a symbol of individual initiative. Cars have created brand-new values and life contents, and the cultural concept, psychological quality and moral factors of the whole society have undergone tremendous changes.
Automobile civilization is also a double-edged sword. When developing countries eagerly look forward to its convenience and glory, people in developed countries have been deeply confused by its negative effects. Like all cultural forms, automobile culture has its negative aspects. Human beings created this civilization as masters, but they may eventually become its slaves: urban congestion, traffic accidents, resource consumption and environmental pollution. If the automobile civilization in the past 100 years reflects the history that "the automobile changed the world", then the future automobile will enter a new technological revolution era that "the world changed the automobile".
Entering the 2 1 century, human society is facing severe challenges of energy resources and ecological environment. In this era, highly mature automobile products will be transformed into consumer electronic products based on new light materials and new energy, and the traditional automobile industry relying on oil will surely become a high-tech industry supported by new energy; 2 1 century automobile development trend will be personalization, humanization, localization, serialization, modularization, lightweight, miniaturization, electronization, informationization or intelligence.
Only under the guidance of Scientific Outlook on Development, face up to the positive and negative effects of automobile civilization, foster strengths and avoid weaknesses, seek advantages and avoid disadvantages, give full play to human wisdom, dig deep into people's internal needs, fully absorb and utilize modern technology, and take into account resources, ecology and social environment with a brand-new concept and long-term vision, automobile civilization will not become a "sunset civilization". This is the inspiration from the book The Future of Cars.
Reflections on the story of General Motors Company
This is a true story that happened between the customers of General Motors and the customer service department of the company.
One day, the Pontiac department of General Motors received a customer complaint.
The letter said, "This is the second time I have written to you about the same thing, and I won't blame you for it."
Why didn't you write back to me, because I also think others will think I'm crazy, but it's really the same thing.
Real. "
Our family has a traditional habit of having an ice cream after dinner every day.
When we eat dessert. Because there are many flavors of ice cream, our family doesn't vote until after dinner every day.
Decide which flavor to eat, and I'll drive to buy it when everyone decides.
But since I bought a new Pontiac recently, there have been some problems in my journey to buy ice cream.
It happened.
"You know what? Whenever the ice cream I buy is vanilla, the car won't start when I come out of the store.
Move it. But if I buy other flavors, the car will start smoothly. I want you to know that I am very interested in this.
This matter is very serious, although the question sounds stupid.
"Why is this Pontiac so funny when I buy vanilla ice cream that I don't care if I buy it?
Other flavors of ice cream are live dragons? Why? Why? "
In fact, the general manager of Pontiac was very suspicious of this letter, but he sent a worker anyway.
Shicheng went to see what had happened. When the engineer found this guy, he was surprised to find that the letter was written in one letter.
A successful, optimistic and highly educated person.
The engineer arranged to meet this guy right after dinner, so the two men became one.
Jump in the car and drive to the ice cream shop. That night, voting was simple. When you buy vanilla.
After the ice cream returned to the car, the car was funny again.
The engineer came for another three nights as promised.
The first night, chocolate ice cream, the car is fine.
The next night, strawberry ice cream, the car is fine.
On the third night, vanilla ice cream, the car was "funny".
The logical thinking engineer still doesn't believe this guy's car has been to vanilla.
So he didn't give up and continue to arrange the same trip, hoping to solve this problem.
Engineers began to write down all kinds of detailed information that happened from the beginning to the present, such as time and automobile oil.
The type of car, the time when the car leaves and returns ... According to the information, he came to a conclusion that this guy.
It takes less time to buy vanilla ice cream than other flavors.
Why? The reason is the internal setting of this ice cream shop.
Because vanilla ice cream is the best-selling flavor of all ice cream flavors, the store wants customers to
Every time you can get it quickly, display the vanilla flavor in a separate freezer, and put the freezer in
The front end of the store; As for other flavors, they are placed at the back end far from the cashier.
Now, what engineers need to know is, why did the car change from stalling to restarting?
Is it funny when it's short? The reason is clear, definitely not because of the vanilla ice cream project.
The teacher quickly emerged from his heart, and the answer should be "auto lock".
Because this guy buys other flavors, because it takes a long time, the engine has enough time to dissipate heat.
There is not much problem when restarting. But when buying vanilla flavor, because it takes a short time, the engine
It's too hot to allow enough cooling time for the steam lock.
After reading:
Even if some problems seem really crazy, sometimes they really exist; But if
Whenever we look at any problems and think calmly to find solutions, these problems will
It will look simpler and less complicated.
Therefore, when you encounter a problem, don't directly respond that it is impossible, but it is not.
Put in some sincere efforts. Observe the word "impossible" carefully and you may be able to do it.
It is possible to see "I may".
As the old saying goes, a studious person investigates its reasons, and a good doer knows its difficulties and thinks twice before acting! In the automobile industry, those who know the reason are difficult to understand, and those who know the difficulty are unreasonable. The two images are obvious and the reason is difficult to achieve!
After the automobile industry skyrocketed for years, a bolt from the blue in 2004 suddenly awakened the dreamer, and the automobile market fell into icehouse with applause. All of a sudden, the manufacturers panicked, but the marketing was ineffective, so the situation was chaotic, and the price cuts were endless, killing each other, which was terrible. In the end, only Beixian, Shanghai GM and Guangben won, and others were greatly weakened. Even so, consumers are still "holding money for purchase" in 2005. In their respective adjustments, Shanghai GM won the championship, and Shanghai Volkswagen was narrowly missed. ...
How to make car dealers find the north from the confusing situation and see the left bank or the right bank needs the guidance of thought and action at the critical moment! Thought decides action, and action nourishes thought! In the automobile industry, Mr. Ding Shuxiong, the author of China Automobile Business War, always wants to create something, or ideas, or methods and tools for the industry, and always hopes that the automobile industry can develop healthily and the automobile dealers can develop permanently. This is exactly what the author thinks and does. He personally experienced the whole process of automobile industry from recession, blowout to cold market, during which he planned and participated in some influential regional marketing activities or events, which provided a constructive "wind vane" or "focus" for the survival and development of automobile dealers to a certain extent. For example, these successful cases, such as Guangwu Auto Trade series advertisements aimed at establishing corporate image, the first self-help technology competition advocating interactive design of value in the industry, the first training course for auto brokers specially training talents for the industry, the online joint venture of Shen Fei Auto with innovative channel mode, and the praise of the project as a public relations model in the 9th National Games of AEC, were not triggered by Ding Jun's whim, not to mention the chance, and all condensed Ding Jun's innovative courage, leading consciousness and professional insight.
Due to the chance of work, I was fortunate to know Ding Jun. He is very strict with himself, but he is very quiet and powerful, and his behavior is not limited to what he has. During the conversation, I can appreciate the subtlety of his thoughts, sometimes "unconstrained style", but it is well-founded; Sometimes "cautious", but it is intended to bring forth the new.
For writing books, he has always adhered to the idea that the hand is higher than the brain, and there is no right to speak without practice. Nowadays, many books are labeled as "industry authority" and "industry first-class", but it is a pity that "bad books are popular and good books are hard to find", or they copy theories and graft "classic" cases, but their eyes are clear but not deep; Although the brain is smart, it is not true; Either cases are piling up, but there is no actual insight. It is immoral to confuse readers in this way. In this regard, after reading all the books on automobile marketing, I really feel the same way.
Nowadays, management books, the automobile marketing, is wearing a gorgeous coat of "actual combat" and "practicality". What "xxx automobile marketing" is labeled as "xxx classic case xxx contact". In fact, it is just a bunch of cases, a simple grafting of theories (or other people's research results), and it is suspected that manufacturers attach importance to gold. Moreover, the cases decades ago or earlier, no matter how compiled (exaggerated or beautified) by the author, are similar to "Cars in Actual Combat xxx", with a slight difference that the latter is a theoretical compilation and cases are nested; Some authors are very clever. They don't stick together like two pieces of paper, but refer to relevant literature directly from outsiders, construct several modules, and synthesize a book, such as: Automobile xxx Service Management and Automobile xxx Service Station Strategy. Although it originated from industry information, it didn't do anything and didn't understand it, so the scope was too large, the structure was not systematic, and the content only stayed on the surface; In addition, there is a textbook-style "Modern xxx Automobile xxx Marketing" and so on, with different forms, so I won't go into details.
Of course, there are also intentional writings, such as the first volume of "Automobile Sales xxx", which considers the key links in automobile sales in detail. Let's study and practice now and improve our understanding for long-term development. The only drawback is that some ideas are transplanted from foreign experience and have certain reference significance, but the survival rate of similar strategies in the domestic market is not high for the time being; Another example is "Research on xxx channels of automobile distribution", which aims at the investigation and study of automobile sales channels, distinguishes the industry environment, shows the foreign models of Europe, America, Japan and analyzes the characteristics and origins of domestic brand channels, but the depth needs to be further explored, and the practical guidance is not strong. ...
On an empty stomach, those who seek fame and profit are arty, copying and editing on the bed, and even hiding their eyes and ears, so they are mystifying, mystifying, jumping to the paper and feeling guilty. Needless to say, readers will eventually stay away; Those who mention the essence of theory, accumulate experience, and write books, explain their difficulties, understand their reasons, teach their ways and skills, and make readers overjoyed.
It's not enough to find different ways. In view of the residual state of vehicle marketing books, I suggested that Ding Jun cooperate with a knowledgeable professor in the author's university, and make use of his rich practical experience (not thin theoretical foundation) and the professor's strong theoretical accomplishment to jointly create a marketing book with high gold content. Out of courtesy, they got in touch, but because they are far apart, it is not convenient to communicate and cooperate. According to a deeper understanding of Ding Jun, it is obvious that the above matters deviate from his original intention, and theory and practice are effectively integrated. There are always some differences between the styles of "actual combat" school and "academic" school. The cooperation in writing books focuses on the integration of styles, and the avatar will understand. Otherwise, although the appearance and spirit are harmonious, it is so regrettable and daunting. Perhaps this is the more real reason for stranding!
At every stage of life, we need to calm down and sort out our knowledge before we can rise to the publishing level to spread the sincere ideal of experience. Even if you fail, it is self-reflection and cultivation of mind. Ding took advantage of the opportunity of self-rest, condensed many years of successful practical experience and insights in the automobile industry, and spared no effort to complete his first book, China Automobile Business War: the Growth Record of China Automobile Dealers. Although many articles about automobile marketing have been written in some media before, they are only presented in the form of a point, a line, a surface or a module. Due to the limitation of space, it is regrettable that he did not show them in depth as a whole. Finally, I tried my best to make its rich and unique practices written, systematic and complete! At that time, I remember that Ding Jun was advised not to put all the materials into one book, but to leave a few hands, which can be divided into several books, just like writing a TV series! Ding Jun flatly rejected it, and his conscience must not let the ignorant let alone fool the readers! Writing a book requires the weight and value of a book, and there are too many unnecessary "prefaces" or "sequels", which all reflect Ding Jun's strong sense of industry responsibility and public morality.
"China Automobile Business War: the Growth of China Automobile Dealers" is a relatively complete and detailed concise, deepening and summary since it entered the automobile industry. This book is specially written for car dealers. The author hit the nail on the head and pointed out some serious problems of car dealers, and began to deeply dissect and analyze. "Pharmacology" was clearly visible and "medical treatment" was just right, and timely put forward pertinent suggestions to maintain "health".
Say what you do, do what you say! The so-called writing style (a person who keeps a low profile) is not to show the author's literary talent, nor to brag or advocate his magical power and omnipotence. Instead, on the premise of respecting the facts, we should reproduce the original ecology of automobile commercial warfare, highlight the key details as much as possible, demonstrate the battlefield development trend and coping methods, and show them with "skills" in order to get the news, otherwise it will be counterproductive. Ding Jun has repeatedly stressed that his good intention of personally practicing in the front line for many years lies in: filtering out some dazzling secular prejudices and biased concepts with practice, and providing practical directions for the industry. Words and deeds tell colleagues: "To what extent do you practice? What can you break through?" He didn't want to spoon-feed readers to follow suit, so the actual combat cases were drawn to the point, deliberately omitting many contexts and specific operational details (if all of them were listed, a single actual combat case would be enough to make a book). He is worried that car dealers will mechanically copy those rigid "things" that have been produced in order to save trouble and be greedy for petty gain.
What a pity! In reality, there are still many car dealers who are often prone to this problem, pursuing "takenism" and not making choices! Driven by the concept of "saving time, labor, money and quick results", marketing homogenization is inevitable. Because the formulation and application of any strategy and tactics pay attention to "timing, location and harmony with people", all three are indispensable, and you need to think twice before you do anything. Therefore, the author never encourages simple superficial imitation and grafting, but lets readers understand its Tao, examine its rationale, understand its difficulty, and make changes to its technique in order to make an essential breakthrough (become a high-profile thing). In addition, it is commendable that it largely avoids the "false emptiness, out of context and even out of thin air" of similar books.
"China Automobile Business War: The Growth Record of China Automobile Dealers" is divided into: license plate, lane and direction. The three are in one go, and the shape is scattered and magical.
Automobile dealers often encounter a series of bottlenecks in the course of operation, including marketing, advertising planning, public relations communication, promotion activities, automobile culture, and extending to business model, strategic management and planning. Focusing on the "bottleneck of the 16th National Congress of Car Dealers", the author adopts the method of "vivid cases+incisive opinions", and on the basis of seeking truth from facts, combined with practical experience, stops here without going into details. People in the industry will naturally understand at a glance (because the "bottlenecks" listed exist in daily work), and people outside the industry will immediately understand what "misunderstandings" the car dealers have fallen into (because the above "bottlenecks" can be seen anytime and anywhere)
Lane-return to nature, trace back to the source, "Tao" takes "car", attack from inside and outside, and win with "Tao", which is also the backbone of this book. The original ecology of the "battlefield" is vividly displayed and carefully analyzed through many successful cases, such as the sponsorship project of the Ninth National Games, the motorcycle replacement project, the visit of Mundell, the Nobel Prize in Economics, a series of advertisements for the corporate image of Guangwu Automobile Trade, the first self-help skill competition for car owners in the industry, the first training course for car brokers in China, and the first night market of automobile culture and lighting in China. And pointed out the direction of enterprise innovation and development!
Automobile direction-predict the trend of automobile direction and strive to cultivate new basic points of automobile dealer marketing and management. Analyze all kinds of automobile business models, provide reference models for them in time, help car dealers to establish systematic thinking such as internal early warning and self-diagnosis, and teach the way of "health preservation" to maintain "longevity".
Read the article and get to know this person! Ding Jun resolutely does not take the "idol" route, and satisfies the market aesthetics by showing superficial glitz, which has won the favor and pursuit of many naive fans. He always adheres to the line of "being pragmatic and enterprising, striving for perfection, speaking with facts and gaining influence with strength", cherishes industry responsibility, respects readers, seeks truth from facts, rationally solves problems, establishes evidence, and adopts the methods of "surrounding" and "supporting".