A Study on Car Owners Club:Business Model and Marketing Strategies
— An Analysis on Zhuhai D.W.’s New Project
Abstract
By employing the methods of literature research, comparative analysis, and case study, this thesis first analyzes the prospects for the development of automobile post-market, business models in car owners club, and discusses its management and marketing issues in operating. On this basis, this thesis take the Zhuhai DW for the participation of company owners Club project as the main line, systematically analyzing and comparing business models of car owners club and marketing strategies which are primarily of service marketing,brand marketing and integrated marketing, so putting forward relevant comments and suggestions. This thesis proposes that, business owners club owners should establish is oriented to provide inexpensive service concept, the auxiliary services; Shall establish brand management way, make service brand; Should rely on catena brand for service platform that provides specialist one-stop services.
The thesis is composed of five chapters. The first chapter is background analysis: outlined in the present China's automobile industry "golden age", automobile market at home and abroad and its industry-derived product owners Club development present situation and research significance. The second chapter is theoretical analysis: mainly on the services of marketing, brand marketing, integrated marketing theory review. The third chapter is an analysis of existing status: simple to auto after market and owners Club in this chapter discussed the development of key owners Club established a business model and its existing problems and analysis. The fourth chapter is the analysis of the case: on the basic situation of Zhuhai DW company owners Club and management mode of analysis. The fifth chapter is a case study on marketing strategy of: Enterprise internal factors in this chapter, systematically explored the Zhuhai DW company owners club management mode of marketing strategy.
Because of this discussion, research topic is the owner of the Club's business model and marketing strategy research, so there have some reference value and significance on the development of owners Club’s business.
Key Word: Car Owners Club, Car Club,Automobile post-market,Business Modes, Marketing Strategies