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上海交通大学硕士学位论文我国汽车经销机制存在的问题及对策思考姓名：张旭辉申请学位级别：硕士专业：工商管理指导教师：孟宪忠20050327EMBA2003I1989200412920042002200340ShotaroKamiyaJoeGirad1113,001yEMBA2003IIEMBA2003IIIISSUEANDSOLUTIONSOFAUTODEALER’SMECHANISMINCHINAABSTRACTMrZhangXiaoyu,DirectorofChinaAutoEngineeringAcademyledadelegationgrouptoToyotaofJapan1989.SincetheagendaarrangedbytheJapanesesideonlyfocusedonvisittoautosalesstore,sparepartsdistributioncenterandstafftrainingcenterformaintenance,thedelegationraisedarequestthattechnicalisamustforustovisit.Totheirsurprise,thereceptionpeoplefromJapanansweredcalmly,“carsarethesameallovertheworld,itisallaboutassemblingpartshereandgettingcompletedcartheir.Itisthesalesthatdifferswhyarecarsmadeiftheydoesnotsell.”SincetheautoindustryinChinawasthenaseller’smarket,theanswerswereinterpreteddifferentlybydifferentpeople.HoweverwhenChinahasbuiltupproductionbaseoneafteranotherwithvariousautogiants,andthenumberofcompleteautomanufacturingenterpriseincreasedto129in2004andespeciallywhentheautomarkethaschangedmateriallyfromaseller’smarkettoabuyer’smarket,thereisvirtuallynoadvantageintermsofmanufacturingtechnologyordesign,nordifferenceinmarketingandaftersalesservice.Thepoliticalrelationsamongdistributorshavefinallytransferredharmtoendusers.Apparently,thepositionthatAutoindustryofChinahastofaceisthetwoboomsfeaturinghighproductionandsalesin2002-2003hasstoppedin2004duetotoughpricewaraswellascriticalcarsaleswhiletheprisonereffectofuniversalundercuttingastriggeredbytheslumpinthebusinesshasprevailedintheautomarket,theutmostcompetitionhascorneredtheautoindustrysocloselythatishastorestructureandperfecttheDealer’sMechanisminordertosurvive.Inthelastpartofthe1940’swhenShotaroKamiyassavedToyotaindangerwiththeseparationofsalesandproduction,themottohepursuedandpracticedwasfirstuser,seconddistributor,thirdmanufacture”andtheboomofthedistributorledthatofthemanufacturerandthewholeteamwerealldevotedtothecommoncourseofdevelopingdemandwhichisartificiallycreated”EMBA2003IVAstheGuinnessautosalesrecordkeeperwhenJoeGiraddeclaredtopeople“itisnotproductsthatpeoplebuy,butme”withtherecordof13001carssoldin11years,hewasactuallytellingthesuccessorsthelastthingasalesmandoesittoplayaroundtruth,taintingandevendistortingit,thetruebeginningofsalesstartswhenthedealisdone,ratherthanbefore.Likewise,theSalesPhilosophyofToyotareadsintheworldofsales,creditisthefirstpriority,therearemultiplewaysofpromotion,butallinall,itistheindividualsincerity,togetherwiththereputationbuiltonaftersalesservice,thatcounts.ItseemsthatintheeraofShotaroKamiyasandinthecurrentautomarketinChina,thecarsmadeindifferentplacesareallthesame,thementalityandmethodsemployedinsalesareallthesame,justliketheoldsayingintegrityandcredit,loyaltytoservice,placingalwaystherelationsamongusers,salessystemandmanufacturingthelogicpointofdepartureintheproductionprocessdrivenbymarket.Ontopofthis,thethesisusescomparativeresearchmethod,andlooksbackonthebitterhistoryofautoindustryinChinawhenproductionmaterialweredistributedonrationandpurchase/salesweredoneonaunifiedbasis,withsummeryandreferencedoneonthepastexperiencesworldwide,itseekstoraiseindividualthoughtandunderstandingonthecurrentissuesandsolutionsintheautosalesmechanism.KEYWORDSAutoMarketingDealer’smechanismDealer’sRelationshipAutoUser’sRelationshipLeanProductionLeanMarketingEMBA2005228EMBA20031200220032004GDP20021,000SARS20032000-20031,154.77152,0001,200200329200610012000-20032003498.58313.0362.78%37.937.61%13.212.65%11.782.36%122.6324.60%2002283.16170.2760.13%19.476.88%12.224.32%9.473.34%71.7325.33%2001194.28121.0662.31%13.386.89%8.604.43%3.191.64%48.0524.73%2000178.7587.1048.73%14.368.03%13.247.41%4.992.79%59.0633.04%1154.77691.4659.88%85.147.37%47.274.09%29.432.55%301.4726.11%2001-2004200512004507.05507.1114.11%15.50%EMBA20032348.9868.82%12.71%151291200411611811811911912212212212412412011711711512911011512012513019901991199219931994199519961997199819992000200120022003200411990-200420022003“”20042004111,687.624.91%678.677.31%129332.0321.66%1,11217.18%50EMBA200337502000-200365%200512004226.1410.98%200255.33%200386.49%200328280.19%2004923994.62%1211154.996.5%33.684%26.6521.9818.2236.9%32%-2.2%-16.4%70%21991-200427.64%41.29%49.69%59.75%63.77%26.50%35.65%27.80%27.91%22.53%24.79%44.60%45.86%30.05%30.82%26.52%18.50%11.44%0%20%40%60%80%19911992199319941995199619971998199920002001200220032004EMBA2003422004200420052005200431.6%70.5%32.9%66.4%200479EMBA20035195319751949101950419511319531671953-1957156195674195885CA71EMBA20036CA729CA302.51.2.3.1.2.3.4.1963-1964EMBA200371.2.3.1-11960-19753019197555,861104,771139,800116,193108,277111,02253,10040,54228,06220,5793,58922,57425,10087,16677,60630,791020,00040,00060,00080,000100,000120,000140,000160,0001960196119621963196419651966196719681969197019711972197319741975EMBA2003813.981-1199455.52%7.7622.03%3.082.7519.67%1.30%1,81919761993197619834111984112019853S19878EMBA200391989102008711-11-11982-19891982198319841985198992.30%79.50%58.30%39.00%22.20%1.1985EMBA2003102.198663.19886100020,0003,0001990123199111992100106.1749.79%1016.27100.76%1-22004