On April 22, 2008, Sinotrust, the largest automotive marketing solutions provider as well as partner of previous international car shows in Beijing and Shanghai, showed up at the 2008 Beijing International Automotive Exhibition and hosted the “Precision Marketing & Channel Reform—Sinotrust Automotive Marketing Solutions Exchange Meeting.” At the meeting, Sinotrust representatives discussed with more than 100 representatives of automakers and dealers, industry insiders and media on the topical issues including creative database marketing, channel layout and management solutions, regional marketing and management, consumer consumption patterns, etc.
Mr. Weidong Liu, Vice President of Sinotrust addressed the meeting and introduced the “Power Business Decisions, Develop with the Market” business philosophy that the company has upheld since its establishment. He said, in the fast-changing market climate, Sinotrust, with her own efforts and clients’ support, has steadied its pace for fifteen years and has grown into a leading supplier of marketing solutions and credit solutions in China. In early 2007, Sinotrust formed a strategic partnership with Experian, the global market leader of consumer and business information, credit solutions and marketing solutions, from whom Sinotrust attracted advanced market research technology to offer quality products and services for customers.
Then, Mr. Alvin Au, Vice President of Sinotrust, Ms. Zhenyu Shi, Director of Sinotrust Shanghai Automotive Marketing Research Services, Mr. Ruobing Hou, Director of Sinotrust Channel Center and Ms. Xuehong Lang, Deputy General Manager of Sinotrust Automotive Marketing Solutions made in-depth discussions with the participants in four themes—“Delicate in Thought and Quick in Action—Customer Data Management and Application, Power Precision Marketing for Automakers,” “Power Regional Marketing with Cultural Value Study,” “Channel Layout and Capacity Enhancement Solutions” and “Introduction to Motorlink? and its online Consumption Pattern Inquiry System.”
In his speech, Mr. Alvin Au introduced how database marketing helps settle the marketing problems facing automakers. He used “Precision Guidance” to depict the characteristics of database marketing, explaining that database marketing is an approach used to develop marketing strategies through sorting and analyzing basic customer data and consumer behavior data as well as to conduct precision marketing via multiple marketing channels. To achieve accuracy, technology support is required. At present, many domestic automakers have accumulated millions of customer data. Sinotrust hopes to help automakers make high-efficiency business decisions with database marketing technology.
The theme of “Power Regional Marketing with Cultural Value Study” was widely accepted by automakers. Ms. Zhenyu Shi emphasized that distinctive from individual values, cultural values place greater emphasis on the influence of regional culture on consumer behaviors. Consumer behaviors in different regions differ significantly due to the different cultural values. Also, consumers’ brand awareness and preference is closely related to the regional cultural values. Therefore, cultural value-based regional disparity study plays a guiding role for automakers to conduct differentiated precision marketing that targets different regions.
At the meeting, the theme concerning channel reform garnered special attention from participants. Mr. Ruobing Hou, an expert in marketing network and channel layout, provided detailed explanations of the significance and rules of marketing network construction, the existing problems with automakers’ marketing networks and Sinotrust’s research findings in this area. At the same time, he also performed a thorough analysis of the coverage and distribution of automakers’ marketing networks and stressed that the development of channel networks should be based on the premise that there is a rational layout model. Only on the authentic, just and impersonal basis, can the overall network see a sound and sustainable development and meet the continuously increasing sales demand.
Finally, Ms. Xuehong Lang, an expert in auto market research elaborated on Sinotrust’s Motorlinkò (www.motorlink.cn), Motorlink magazine and the online satisfaction and consumption pattern inquiry system. She said, Motorlinkò, a Chinese auto marketing information website, provides online auto marketing information and marketing research reports covering the entire industry chain for Chinese automotive marketing professionals. With Sinotrust’s rich research resources, the website will create an auto industry chains and data resource center that provides just-in-time, comprehensive and accurate information in all market segments, and offers the up-to-date research findings and authorized data. Motorlinkò is a community website, where credit professionals share credit information and knowledge.
About Sinotrust Auto Marketing Solutions
Sinotrust is a leading supplier of marketing solutions to the Chinese automotive market. With offices in Beijing, Shanghai and Guangzhou, we have a team of over 200 skilled professionals devoted to our automotive marketing solutions. Our Automotive Marketing Solutions integrate information, services and technology to provide marketing research services, marketing consulting & business strategy services and database marketing services, helping automotive companies position their products correctly, identify target markets accurately and conduct effective marketing so as to develop sustainable and profitable customer relationship.
About Sinotrust
Sinotrust is a leading supplier of marketing solutions and credit solutions in China. We collect, analyze and manage information about markets, consumers and businesses to provide marketing research, business information, consulting and database marketing services through integration of information, services and technology. Our products and services help you make better marketing and credit decisions and develop profitable customer relationships. Over 80% of the Fortune 500 companies operating in China are using different products and services of ours.
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