China Automotive Market Development Summit agenda 重庆论坛邀请函130504

中国汽车市场发展高峰论坛China Automotive Market

Development Summit

全球汽车论坛系列会议

2013年6月6日中国·重庆

A Sub-forum of Global Automotive ForumthChongqing, China, June 6 , 2013

中国国际贸易促进委员会汽车行业委员会

China Council for the Promotion of International Trade,

Automotive Committee

变革·创新——迎接汽车市场营销新时代变革·创新——迎接汽车市场营销新时代Transformation and Innovation - Embracing a New Era of Automotive MarketingTransformation and Innovation - Embracing a New Era of Automotive Marketing

序言中国汽车市场发展高峰论坛由中国国际贸易促进委员会汽车行业委员会主办，

致力于成为每年一届的中国汽车行业盛会。

作为中国国际贸易促进委员会汽车行业委员会组织的全球汽车行业年度系列会

议的重要组成部分，中国汽车市场发展高峰论坛是中国首个专门针对汽车市场

发展的策略性高峰论坛。

中国汽车市场发展高峰论坛将梳理、汇总中国汽车行业在政府政策制定、市场

规划、销售网络建设、售后市场、营销传播等方面的最新进展信息，邀请国内

外有影响力、有决策参与权的政府、企业、研究机构、媒体等领域的权威人

士，分享其远见卓识和最佳实践经验，分享其成功的市场策略和营销案例，借

鉴美国、欧洲等发达经济体汽车市场发展的经验，共同讨论中国汽车市场的变

化和挑战，对中国汽车行业的未来做前瞻性的讨论，形成建设性的共识。

首届中国汽车市场发展高峰论坛定于2013年6月6日，逢重庆国际汽车工业展

在重庆悦来国际博览中心召开，我们诚意邀请您拨冗出席。

本届论坛以“变革·创新——迎接汽车市场营销新时代”为主题，专注于讨

论中国汽车市场，特别是高速增长的中国中西部汽车市场的具体发展策略问

题。

中国政府汽车产业重要领导、世界及中国主要汽车厂商分管销售及市场的副总

裁、销售公司总经理、总监、大型汽车销售集团总经理、汽车售后市场国际著

名企业总经理、国际著名汽车营销专家、国际著名汽车媒体（网络）总编等超

过350名国内外行业精英人士参加本届论坛。

热烈欢迎您光临中国汽车市场发展高峰论坛，希望能在重庆美丽的初夏迎接您

的到来！

此致。

Created by China Council for the Promotion of International Trade (CCPIT) Automotive Committee, China

Automotive Market Development Summit, held on an annual basis, is a must-go event for Chinese

automotive industry players with its global view and high profile.

Falling under the umbrella of Global Automotive Forum, China Automotive Market Development Summit is

the first ever summit focusing on automotive market development strategies in China.

The Summit will update all the participants on the latest progress in China's automotive industry, including

government policy, market planning, construction of sales network, after-sales market, marketing

communication, etc. Industry leaders from both at home and abroad, policy makers, top level executives,

leading experts from research institutes and media professionals will gather together at the Summit and

share with the audience their profound knowledge and practical experience about the industry, their

successful marketing strategies and marketing cases. While learning from the development path of

automotive market in the U.S. and advanced European countries, they will share views about the changes

and challenges faced by China's automotive market, and will build up a common understanding on the

future of China's automotive industry.thThe first China Automotive Market Development Summit will be held on June 6 , 2013, running

concurrently with Auto Chongqing 2013, which will be held in Chongqing International Expo Center. We

sincerely invite you to attend this grand event and share your views with others.

Themed as "Transformation and Innovation - Embracing a New Era of Automotive Marketing", the

Summit will focus on the strategies for the development of China's automotive market, in particular, the

fast-growing auto market in Midwest China.

350 elites will attend the summit, including senior government officials, top sales executives from leading

Chinese and foreign OEMs, general managers of large-scale automobile sales groups, top management

from world-famous after market enterprises, leading experts on automotive marketing from both at home

and abroad and chief editors of leading professional media organizations from different parts of the world.

We highly value your presence at the Summit. Look forward with great anticipation to having the pleasure

of welcoming you to Chongqing this summer.

Best regards,

China Council for the Promotion of International Trade, Automotive Committee

Preface

中国汽车市场发展高峰论坛China Automotive Market Development Summit

1

Transformation and Innovation - Embracing a New Era of Automotive Marketing

专注市场的年度汽车论坛

尽管汽车业已经有了许多行业会议，但策略性的、专注汽车市场发展的论坛却憾为寥寥。中国汽车市

场发展高峰论坛旨在为汽车业界对市场策略制定和产品营销承担责任的权威人士提供一个深入的专题

交流平台，推动以结果为导向的互动讨论和经验分享。

一场真正的专注汽车市场的实战、实用峰会，对于中国这个步入新历史发展时期的世界最大的新车销

售市场意义深远而重大。中国汽车市场发展高峰论坛必将成为汽车行业标志性的年度论坛。

An Annual Auto Forum Focusing on Market

There have been numerous automotive industry related conferences, but few of them focus on

automotive market development strategies. China Automotive Market Development Summit aims to

provide a genuine platform for an outcome-oriented discussion and experience-sharing among key

strategy developers who are in charge of market development and sales.

As a market with the largest number of new car sales, China has just entered a new historical

period of development. It is of great significance for China to have such a truly practical summit as

China Automotive Market Development Summit. There's no doubt that the summit will become a

signature annual event for the automotive industry.

2


● 中国汽车市场所面临的新变化和特点

● 影响汽车市场的政策、技术、经济、社会和贸易发展的最新动态

● 厂商、经销商、政策制定者、监管者、专家和媒体领袖在全球先进实践经验基础上进行建设性的、结果导向型的意见交流

● 对中国汽车目标出口国汽车市场的变化进行评价分析

● 就影响汽车市场的事件以及与汽车市场未来相关的技术进步提供新的观点

● 研讨政策的发展对汽车市场的影响

● 研讨市场的变化对汽车行业未来走向的影响

● 业界主要企业市场、营销负责人之间联谊活动

● New changes and features of China's automotive market

● Updates/briefings on policy, technology, business, societal and trade developments with an impact on the industry

● Constructive and outcome-oriented interactions based on the world's best practices among manufacturers, dealers, policy makers and regulators, experts and media leaders

● Evaluate and analyze changes in the target markets for China's automobile export

● New insights into events and technology advances which impact the automotive industry

● Impacts of policy development on automotive market

● Impacts of market development on the future of automotive industry

更加细分的议题，更加深入的探讨More Specific Topics, More In-depth Discussions

中国汽车市场发展高峰论坛

中国国际贸易促进委员会汽车行业委员会，是促进中外汽车合作与交流及承揽举办中国汽车业重大活动和展览的非官方机构，与

中国汽车业的所有主要厂商和在中国开展经营活动的外国制造商有着长期广泛和密切的良好关系。

China Council for the Promotion of International Trade Automotive Committee is an unofficial organization founded to promote

cooperation among Chinese and foreign auto industries and to organize major events and shows for the automotive industry in

China. It has long-term extensive and privileged contacts with all key players in the Chinese automotive industry and all the

foreign manufacturers operating in China.

发起人 The Convener

3

首届中国汽车市场高峰论坛重点关注Main Topics to Be Discussed at the 2013 China Automotive Market Development Summit

● 中国汽车市场的发展脉络：短期、中期及长期展望

● 不同细分市场，不同区域级别市场所带来的机会

● 中国汽车营销：聚焦品牌塑造和网络营销

● 奢侈品营销

● 中国汽车产业海外市场发展机会

● 市场营销创新：如何通过精益营销和全程营销来提高客户价值？

● 三包：修理、更换、退货责任

● 汽车经销商行业未来的发展模式

● 中国汽车市场：高速增长向可持续发展转变

● Development of China's auto market: Short, medium and long term outlook

● Exploring opportunities in different market segments and different geographic tiers

● China auto marketing: Focus on branding and E-marketing

● Luxury marketing

● Exploring opportunities outside China

● Marketing innovation: How to enhance customer value through lean marketing and full life cycle marketing

● Three guarantees: Guarantees for repair, replacement or compensation of fault products

● Future of auto dealerships

● China auto market: Making transition from high growth to sustainable development


China Automotive Market Development Summit

中国汽车市场发展高峰论坛的与会者将达到350人左右，他们是

● 来自中国和世界主要汽车生产、消费国的政府与行业组织机构官员

● 世界主要汽车厂商负责市场规划、网络建设、产品推广、销售、售后服务、金融支持事务的高管

● 世界重要汽车零部件、汽车售后用品制造商负责营销事务的高管

● 中国和世界重要汽车经销商集团（汽车销售服务企业）高管

● 汽车销售领域的学科带头专家

● 来自中外汽车专业媒体和综合媒体的领军代表

● 网络媒体、网络社区的意见领袖

● 知名汽车俱乐部、驾驶培训基地、运动协会的决策者

● 银行和金融机构的高管

营销高手的盛会The Premier Meeting for Marketing Masters

4

The first China Automotive Market Development Summit will bring together around 350

participants, including:

● Officials from government entities and industrial associations both at home and abroad

● Senior executives in charge of market planning, network construction, product promotion, sales, after-sales service

and financial service from key automotive manufacturers around the world

● Senior marketing executives from key Chinese and foreign auto parts manufacturers and after-sales supplies

manufacturers

● Top executives from Chinese and key foreign auto dealer groups (retail and service enterprises)

● Leading experts on auto sales

● Media leaders from both specialized and general media from China and abroad

● Opinion leaders from network media and communities

● Decision makers from famous auto clubs, driving training bases and sports associations

● Senior executives from banking and financial institutions


论坛各场次议题的设计，聚焦于当前市场的热点和发展趋势问题，并通过讨论得出具有实际意义的结论。

The subject of each session is developed to ensure that discussions are well-focused on the key issues and development trends on the current market and lead to meaningful "take away" for each participant.

论坛的讨论形式包括：Discussions will be held in various forms:

● 关于汽车市场相关政策制定指导方针的主旨演讲

● 在主持人的引导下，使演讲嘉宾和与会者就汽车市场的变化及对应策略得出指导价值的结论

● 针对出现的与汽车市场有关的商业、社会、技术和地理政治事件，给出影响变化程度的分析评估

● 汇聚各方观点，为与会者提供全方位的问题解决方案参考

● 进行各专项的研讨会

5

● Keynote speeches on the guidelines for laying down automotive market related policies

● Brainstorming on the changing market situation and corresponding strategies, structured and moderated to engage speakers

and participants in a process leading to conclusions with guidance value

● Analyze and evaluate impact on the industry brought by commercial, societal, technological and geopolitical development

related to the automotive market

● Panel discussions bringing together different approaches and opinions to provide participants with a full range of solutions to

issues for their reference

● Workshops to discuss specific projects


6

论坛日程表


开幕式08:45-09:15

全体会议

中国汽车市场的发展脉络：短期、中期及长期展望

·着力讨论汽车市场供求关系的发展趋势、政策及法规的改变及其影响、行业及竞争格局、国内外企业的市场定位。

·未来短期、中期及长期汽车市场将是什么样的增长情况？

·省市层面市场需求如何增长？

·影响汽车产业发展的新政和法规有哪些？

·随着中国汽车市场步入成熟期，如何细分巨大的中国汽车市场？细分发展趋势有哪些？

·竞争格局有何变化？对国内外企业有哪些影响？

09:15-10:45

茶歇——沟通交流时间10:45-11:10

变革·创新——迎接汽车市场营销新时代

午餐会：主旨演讲12:30-14:00

08:00-08:45 与会者注册

辩论会

随着中国汽车年度需求超过2000万辆，汽车市场细分已变得越来越重要，这包括在产品/价格以及省/市级别

层面的细分。该分组会议将讨论在中国这个巨大汽车市场中，不同产品及区域所存在的机会及挑战。

·主要产品/价格及区域细分。

·发达及新兴省市所面临的机会及挑战。

·豪华车及进口车的机会及挑战。

·面对这些机遇的销售及营销战略。

不同细分市场，不同区域级别市场所带来的机会

11:10-12:30

11:10-12:30 圆桌会议

奢侈品营销

据统计，中国奢侈品市场占有全球奢侈品市场28%的份额，中国已经成为最大的奢侈品消费国。

·中国奢侈品消费现状。

·市场营销策略。

·NBA的成功案例。

·Gucci的成功案例。

14:00-15:15 辩论会

中国汽车产业海外市场发展机会

尽管国内需求增长迅速，许多中国企业一面全力应对激烈的国内市场份额抢夺战，一面积极寻求海外市场的开发与

增长。非洲、中东和中/南美区域的新兴市场成为关注重点，同时部分企业已经开始进军欧洲等更加成熟的市场。

中国汽车行业目前在海外市场的表现如何？中国汽车出口的发展形式如何？中国汽车制造商在国际舞台上将有怎样

的表现？

本会将讨论中国业内人士眼中，中国汽车业在全球市场所面临的机遇和挑战；也将分享来自海外汽车进口国同行的

回应和观点。

·重点出口市场及可能的发展。

·市场准入政策、关税和免关税壁垒以及投资鼓励政策。

·技术、质量、定价和审批要求。

·品牌定位，经销商发展趋势。

头脑风暴

中国汽车营销：聚焦品牌塑造和网络营销

欧洲、美国、日本、韩国汽车品牌均在华设立了合资工厂，同时众多本土企业致力于发展自主品牌，中国汽车

市场及竞争格局呈现高度分散及复杂局面。合资自主品牌为最近的发展趋势。

·多品牌 VS 单一品牌——国际及国内视角。

·品牌战略与创新。

·本土企业和国外企业眼中的合资自主品牌及其市场角色。

·迈入网络营销时代。网络营销现状、发展及其在销售和营销战略中的作用。

11:10-12:30


7

Agenda


08:45-09:15

Coffee break10:45-11:10

Lunch: Keynote speech 12:30-14:00

08:00-08:45


Registration

Opening ceremony

09:15-10:45 Plenary sessionDevelopment of China's auto market: Short, medium and long term outlook

A broad discussion covering auto market demand and supply developments, policy and regulatory roadmap and implications, industry and competitive structure and positioning of Chinese and foreign companies. What is the growth outlook for short, medium and long term?How is demand expected to develop at province and city level?What can expect in terms of significant new policies and regulations?As the market begins to mature, what is the best way to segment the China's huge auto market and what are some of evolving trends at segment level. How is the competitive landscape expected to evolve and what are implications for the different Chinese and foreign Automakers?

·

····

·

11:10-12:30 DebateExploring opportunities in different market segments and different geographic tiersAs China's auto demand crosses the 20 million unit level, it is becoming more and more important to segment the market both in terms of product/price category and in terms of provincial/city tiers. The aim of this panel is to discuss and debate some the opportunities and challenges in different product and geographic areas of China's huge auto market.

Key product/price and geographic segments.Opportunities and challenges in developed and emerging provinces and cities.Opportunities and challenges in luxury and imported vehicles market.Sales and marketing strategies to exploit these opportunities.

····

11:10-12:30 BrainstormingChina auto marketing: Focus on branding and E-marketingChina's market and competitive structure is highly fragmented and also very complex with presence of European, US, Japanese and Korean brands all operating via JVs while many domestic players have been striving to develop their independent brands. The more recent trend has been the emergence of JV brands.

Multi vs single brands - Global and China Perspectives.Brand strategy and innovation.Emergence of JV brands and their roles from perspective of Chinese and foreign automakers.Emergence of E-marketing. Current status, expected developments and role in sales and marketing strategies.

····

11:10-12:30 Round tableLuxury marketingIt is reported that Chinese luxury market accounted for 28% of the total luxury market all over the world, and China has been the largest consumption country of luxury products.

Current situation of luxury consumption in China.Marketing strategy.Success story of NBA.Success story of Gucci.

····

14:00-15:15 DebateExploring opportunities outside ChinaWhile domestic demand has been booming, many Chinese companies have struggled to gain market share at home and have been aggressively looking overseas for growth. The focus has been on emerging markets in Africa, Middle East and Central/South America but some companies are now venturing into more developed markets such as Europe.What is the current situation of Chinese auto presence outside China and what is the likely scenario for development of auto exports from China and Chinese automakers presence in international markets?This session will aim to discuss opportunities and challenges in global markets from the perspective of Chinese players as well as feedback and perspective from foreign, vehicle importing countries.

Key export market and likely development.Market access, tariff and non-tariff barriers and investment incentives.Technology, quality, pricing, homologation requirements.Branding, dealer development trends.

····


论坛日程表

8


茶歇——沟通交流时间17:00-17:10

14:00-15:15 前沿瞭望

市场营销创新：如何通过精益营销和全程营销来提高客户价值？

客户终身价值（CLV）已成为品牌营销的核心话题，该概念在汽车行业中的应用也日趋成熟。如何经济有效的投

入市场资源并提高全生命周期中的客户价值？

随着汽车市场的增长步伐放缓，汽车经销商的盈利状况面临着严峻的挑战，然而市场费用却大幅攀升。由于缺乏

让人信服的投资回报率（ROI）报告，经销商对于市场营销的投资热情正不断下滑。如何衡量市场营销成本的回

报率？如何获得投资回报率（ROI）的持续提升？

·如何衡量汽车行业的客户终身价值？

·如何通过客户终身价值分析提高营销效应？

·在营销数据的应用实践中，OEM和经销商将遭遇何种挑战？

·如何通过数据分析找出市场营销活动和财务回报之间的因果关系？

·市场营销预算的制定和跟进。

·市场营销管理中，OEM和经销商应该如何合作？

茶歇——沟通交流时间15:15-15:45

头脑风暴

三包：修理、更换、退货责任

汽车行业“三包”政策将于2013年10月1日起实施。

·对于整车厂商和零部件供应商来说，这意味着什么？

·市场竞争是否会因此更加激烈？

·这个政策会将中国汽车行业带到一个新的起点吗？

·如何确保“三包”政策的执行？

15:45-17:00

15:45-17:00 辩论会

汽车经销商行业未来的发展模式

过去十年里，中国汽车经销商数量的大幅增长带来了汽车经销商品质提升以及客户服务质量的改善。经销商享受

到了业务繁荣和利润增长带来的好处。然而，近期行业发展减缓，库存增加及利润下降让处于汽车产业链前端的

汽车经销商面临着巨大的压力与挑战，与汽车整车生产企业之间的关系日趋紧张。

·汽车经销商行业面临哪些主要发展、挑战和机遇？

·整车厂和经销商的关系应该如何发展和改善？

·在市场已然成熟、经销商利润减少的情况下，经销商行业正如何调整市场扩张策略？

·调整营销手段，减少对新车销售的依赖。发掘二手车销售、售后服务和维修服务的机遇。

·国外汽车经销模式发展有何借鉴意义？

17:10-18:20 全体圆桌会议

中国汽车市场：高速增长向可持续发展转变

中国汽车市场已经开始调整，从强势增长时期转入增速减缓但尚健康的发展阶段。这最后一个议题旨在讨论在这一转

向低速增长并最终发展为更稳定市场的过程中，整车厂商、政策制定者、经销商和零部件供应商所面临的一些挑战。

·汽车市场发展进入新时期，不同企业应如何调整营销策略和手段？

·政府和政策制定者应如何助力行业发展和支持国内外重要企业发展？

·市场转变对于行业结构改变和不同企业之间关系意味着什么？

晚宴18:20-20:00

Agenda



14:00-15:15


15:45-17:00

15:45-17:00

17:10-18:20 Round tableChina auto market: Making transition from high growth to sustainable developmentChina's auto market is at the beginning of an adjustment from period of very strong growth to slower but still healthy growth. The aim of this final session will be to discuss and debate some of challenges for OEMs, policy makers, dealers and suppliers during this period of transition to slow growth and eventually a more stable market.

How are the different companies adapting their strategies and operations as we transition to new market dynamics?How can government and policy makers assist the industry and major foreign and Chinese players?What will this mean in terms of changes to industry structure and relationships between the different players?

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Dinner 18:20-20:00

BriefingMarketing innovation: How to enhance customer value through lean marketing and full life cycle marketingCustomer Lifetime Value (CLV) has become a centric topic for brand marketing, and the application of this concept to automotive industry is increasingly mature. How to invest in marketing resources cost-effectively and enhance customer value in the full life cycle?With the growth pace of auto market slowing down, auto dealers' profitability faced with severe challenges while the marketing expenses soared. Due to the lack of convincing Returns on Investment (ROI) report, dealers' enthusiasm in investing marketing resources is declining. How to measure the return on marketing costs and how to achieve continuous improvement of marketing Returns on Investment (ROI)?

How to measure customer lifetime value in the automotive industry?How to improve marketing efficiency through customer lifetime value analysis?What kind of challenges OEMs and dealers will have in their automotive marketing data application practice?How to find the causal relationship between marketing activities and financial returns through data analysis?Marketing budget development and follow-up.How OEMs and dealers collaborate in marketing management?

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BrainstormingThree guarantees: Guarantees for repair, replacement or compensation of fault productsThe Three Guarantees will be applied to automotive industry since October 1, 2013.

What are the implications to OEMs and spare parts suppliers?Will the market see more heated competition?Will this lead the Chinese automotive industry to a new starting point?How to ensure the implementation of the Three Guarantees ?

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DebateFuture of auto dealershipsIn the past decade, there has been in massive expansion in the number of auto dealerships in China and this has been accompanied by huge improvements in the quality of dealerships and the nature and quality of services provided to customers. Dealers have been enjoyed booming business and healthy profits. However, more recently, slower growth, rising inventory and falling margins have been posing fresh challenges for dealers and relations between many OEMs and dealers have become strained.

What are some of the major developments, challenges and opportunities in the auto dealership sector?How can OEM-Dealer level relations evolve and improve?How are dealer groups adjusting their expansion strategies as the market matures and dealer profitability declines? Adjusting dealer operations to reduce dependence on new car sales. Exploiting opportunities in used Car sales, after sales and service. What can Chinese dealerships learn from their foreign counterparts?

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更加细分的议题，更加深入的探讨

营销高手的盛会

内容丰富形式多样

更加细分的议题，更加深入的探讨

营销高手的盛会

内容丰富形式多样

有关信息及联系方式

Related Information and Contacts

注册相关事宜请登录：www.ga-forum.org/mktsummit 或致电垂询：

For registration please visit www.ga-forum.org/mktsummit, or contact the following:

中国汽车市场发展高峰论坛组委会秘书处

柴占祥先生

地址：北京市三里河路46号邮编：100823

电话：+86 10 68594853

传真：+86 10 68595076

邮箱：[email protected] [email protected]

郝江鹂女士

电话：+86 10 68594817

传真：+86 10 68595354

邮箱：[email protected]

Mr. James Chai

Secretary-General, China Automotive Market Development Summit Organizing Committee

46 Sanlihe Road, Beijing, P. R. China 100823

Tel: +86 10 68594853

Fax: +86 10 68595076

Email: [email protected] [email protected]

Ms. Jenny Hao

Tel.: +86 10 68594817

Fax: +86 10 68595354

Email: [email protected]

中国汽车市场发展高峰论坛承办方

重庆车展组委会

重庆市高新区科园四路269号邮编：400041

张志勇先生

电话：+86 23 68633836

传真：+86 23 68631388

邮箱：[email protected]

Organizer

Auto Chongqing Organizing Committee

No.269, Keyuansi Road, High-Tech Development Zone, Chongqing, 400041 China

Mr. Zhiyong Zhang

Tel: +86 23 68633836

Fax: +86 23 68631388

Email: [email protected]


More Specific Topics, More In-depth Discussions

The Premier Meeting for Marketing Masters

Colorful Events in Diversified Forms

More Specific Topics, More In-depth Discussions

The Premier Meeting for Marketing Masters

Colorful Events in Diversified Forms