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The Conformity of China Automobile Marketing Channel Management and the Dealer Competitive Power Improvement Research

Author: XinYu
Tutor: MaJun；ChenJianQing
School: Tongji University
Course: Vehicle Engineering
Keywords: Automotive marketing channels Competitiveness Channel management mode Evaluation Model Promotion Strategy
CLC: F274
Type: Master's thesis
Year: 2007
Downloads: 1035
Quote: 3
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Abstract


At present, China's auto market competition has become increasingly fierce, traditional product, price competition has been very difficult to work, the competitive auto market focus has transferred to the brand and channels, especially channel network competition has become the focus of many car manufacturers to compete, However, China's auto manufacturers marketing channels, the level of competitiveness as a whole is weak, which includes both the weak dealers competitive, but also includes automotive OEMs backwardness and lack of marketing channel management mode system, the problem in the end of the accession to the WTO tariff protection period The latter has become a bottleneck restricting the development of China's auto enterprises. Therefore, based on comprehensive survey of the domestic and foreign automobile marketing channel management status and theoretical studies, the domestic automobile marketing channel management mode and auto competitiveness enhance the lack of lack of practice and theoretical research, which leads to this article two key propositions of the study, how to systematically integrate and build a management model for automotive marketing channels, as well as how to effectively evaluate and enhance the competitiveness of the car dealer. Firstly, combined with the practical experience of channel management theory and auto channel management, automotive marketing channels management model based on the quality control system concept and content, and asked the automotive marketing channel management mode is included; definition (define ), measurement (Measure) (Analyze), improved (Improve), the closed-loop control (Control) framework. Followed by the channel competitiveness and the car marketing channels competitiveness system defined on the basis of this paper, the two coordinate system based on ability and loyalty as well as 10 two evaluation factors coordinates car dealer competitive evaluation model can be scientifically to evaluate the competitiveness of the state of the car dealer at a point in time. Selected in building a mathematical model based on a well-known domestic automobile manufacturers, dealers assessment data used as a sample model empirical analysis, empirical evaluation of its part of the regional distributors competitiveness, its dealers for the car factory differentiated management targeted to provide a reference. Meanwhile, based on competitiveness evaluation model framework proposed policy framework to enhance the competitiveness of auto dealers, providing strategic reference for automotive enterprises to enhance the competitiveness of channels. The article concludes with an overview of the research findings and practical significance of the proposed management model integration and enhance the competitiveness of the evaluation model and upgrade strategy, and research prospects for the future, hoping to provide inspiration for the competitiveness of China's auto marketing channels further enhance.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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