The Research On The Management Of Monopolistic Distribution Channels Of Faw-volkswagen

Based on the management theories of marketing channels and the advanced studies about managing marketing channels in both China and abroad, the management of monopolistic distribution channels in Chinese saloon car firms are examined in this thesis, the evolution, the managerial actuality and the problems of Chinese saloon car industry are discussed, related methods and implements to solve such problems based on management practice are put forward, and some policy suggestion are provided to strengthen and maintain the management of marketing channels for Chinese saloon car firms.Related theories about the management of marketing channels are reviewed in this thesis, which refer to the choice, the design, the decision and the management of marketing channels. The applicability and localization of these theories in the construction and the management of distribution channels in saloon car firms is discussed synthetically, which provides a theoretic basic for the management of monopolistic distribution channels in China's saloon car firms.The evolution of distribution channels in Chinese saloon car firms is analyzed deeply. The evolution approach is studied for Chinese distribution channels from three aspects, which consists of the marketing channel mechanism of saloon car firms, the shift of marketing channel construction and distribution channel operation.The managerial actuality of the construction and the management of Chinese saloon car firms are studied. The problems of marketing channels of saloon car firms are pointed out from such aspects as the network selection and construction, the training, motivation, evaluation, improvement and management of distribution dealer. The reasons leading to these problems are discussed elaborately.Policy suggestions dealing with the problems of the management of marketing channels in Chinese saloon car firms are provided in this thesis. Based on managerial practice, the mechanism design theory and the game theory is introduced to analyze the mechanism of marketing channel conflict and competition. Some policy suggestions are put forward to facilitate the management of marketing channel in Chinese saloon car firms, which includes selecting correctly of channel dealers, training, motivating, evaluating and improving channel dealers, and avoiding the conflict and competition of marketing channel.