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摘 要


95年是中国轿车工业的分水线，轿车市场全面转向用户，市场特征亦开始发生重大变化，应该说中国轿车市场正在从发育期进入成熟期。
进入2000年后，伴随着WTO脚步的临近和国家产业政策逐步调整，国内汽车市场开放程度决定了此后行业竞争将达到空前状态。为顺应市场的转变，国家轿车企业中的黑马——奇瑞汽车紧随竞争趋势，与国内一些占据较高市场份额的合资轿车生产企业在今后几年里进入一个新的阶段：进行订单生产。
订单生产是对现有管理思想、经营体制的挑战，反过来也是对市场压力的应战。订单生产的机制是具有高度应变能力的柔性机制，它是通过人的创造性管理、大型计算机系统以及自动化辅助设备，使单件生产的价值观和大规模生产的现代工业特征得以完美结合。
市场营销是一种纯粹的企业行为，营销网络正成为企业营销战略、经营思想的执行者，它具有排它性。近几年轿车市场正在发生根本改变，市场的消费行为日趋成熟，但企业相比之下经营观念却变化不大。迄今为止国内轿车的销售网络模式尚处于探索之中，与国际惯例存在一些根本的差别。2005年奇瑞公司结合自身分网运营的经营战略，博采汽车销售管理行业研究成果，正式实施订单产销模式，标志着销售领域内的又一次革命的开始。

The summary was a watershed line of the Chinese car industry in 1995, the car market turned to users in an all-round way, the market characteristic also begins the great change to takes place, should say Chinese car market is entering mature period since puberty . After entering 2000, following WTO step was close to and the national industrial policy was adjusted progressively , the domestic degree of opening of automobile market has determined the trade competition would reach the unprecedented state after this . In order to comply with the transition of the market, an unexpected rival in national car enterprises --Cherry automobile follows the competition trend closely, occupies the joint-venture car manufacturing enterprise of higher market share and enters a new stage with some at home in the following several years: Produce order. It is to the existing challenge of managing the thought , management system that the order is produced, is meeting an enemy attack to market pressure too conversely. Mechanism that the order produces has high adaptability to changes