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Research on the Auto Parts Marketing Channels Integration of CNHTC

Author: WangShaoWei
Tutor: ZhangXiMin
School: Shandong University
Course: Business Administration
Keywords: China National Heavy Duty Truck Auto Parts Marketing channels Channel integration
CLC: F426.471
Type: Master's thesis
Year: 2009
Downloads: 356
Quote: 1
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Abstract


The predecessor of China Heavy Duty Truck Group Jinan car manufacturing plant, founded in 1935, was mainly imported auto parts production, and in 1956 began to develop the design and manufacture of motor vehicles, entered the automobile manufacturing enterprises. 1960 a Yellow heavy vehicles off the assembly line to the localization of the introduction of the Steyr technology, selling the country, China National Heavy Duty Truck has been the industry leader of China Heavy Duty Truck HOWO series from the implementation of the Volvo joint venture to develop their own. After several years of rapid development, China National Heavy Duty Truck in the domestic heavy-duty truck market share has exceeded 20%, to become the most influential brand of domestic heavy vehicles. China National Heavy Duty Truck Heavy Duty Truck social ownership has nearly 300,000. Leapfrog conventional high-speed development, so that the after-sales service market to grow rapidly, the enormous pressure of original spare parts supply and after-sales service support. A product not only have a good performance, excellent quality, reasonable price, also have high quality after-sales service services. To meet user needs, is difficult to achieve without a strong supply of spare parts security system. The establishment of a well-run accessories marketing channels, it is an objective need. However, due to the long-term not Accessories channels. System of standardized management, the China National Heavy Duty Truck auto parts market is a bit confusing, purchased parts suppliers and many brands, but the market is also filled with a lot of \quality is uneven, and typically results in vehicle maintenance is difficult to guarantee the quality of the parts purchase channel is not smooth, reliability and attendance decline in vehicle operation. Ultimately affect user satisfaction, the Chinese heavy truck vehicle brand impede the further development of the vehicle sales business. Therefore, how to reshape the marketing channels of China National Heavy Duty Truck Parts has become a recent China National Heavy Duty Truck Group key issues need to be addressed. This article is based on the above background, the title \on the basis of close connection with, the use of marketing channel management theory, operating status and problems of China National Heavy Duty Truck Auto Parts marketing channels to be analyzed and new entrants, substitute competition, according to the potential of the industry, the buyer bargaining power, supplier bargaining the ability of existing competitors competition between the five basic competitive forces: potential new industry entrants, competitive alternatives, the buyer bargaining power, bargaining power of suppliers and existing competitors competition. The use of five basic competitive forces analysis to analyze the strengths and weaknesses of the competition, and environmental changes brought about by the development of opportunities and threats. Learn the latest achievements of research at home and abroad to explore the China National Heavy Duty Truck integrated marketing channels and management measures, designed on the basis of the existing service agencies of China National Heavy Duty Truck Auto Parts to provide the basis for the company's decision-making. Therefore, the conclusions of this study has important application value marketing channel construction and management of China National Heavy Duty Truck Auto Parts and accessories of other commercial enterprises marketing also has certain reference.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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