Automobile Distribution Channel Study

Along with the rapid development of the automobile industry and the wave of the international manufacturing, automobile enterprises of China are facing with the unprecedented challenges today. Considering China as a pawn of the wholly global market, almost all importantly international automobile groups enter into China successively with the advantage of technique, products and capital by jointing ventures. At the mean time, as the increase of the car models, the automobile products are strongly tending towards assimilation in quality and brand, and the automobile sales market is transforming from the selling party market into the buyer market. Being the important constitution of the marketing, the automobile distribution channel is increasingly attracting the attention of the manufacturers.Learning from the speedy development of China automobile market in 2002> 2003 to the dead winter in 2004 and then the gradually revival of the automobile market in 2005 respectively, more and more automobile manufacturers have realized in the practice that the automobile distribution channel is the major foundation and guarantee of the automobile sales, to build a high efficient automobile distribution channel is the important way to improve the competition ability and increase the enterprises sale performance. Nowadays, the research of automobile distribution channel of our country is just at the beginning, investigating the suitable mode of distribution channel is the common issue of which many automobile workers consider today.Owing to my multi-year's related work on the automobile sales, I have acquired equally abundant practice experience. I tend to analyze and probe into the construction of the automobile distribution channel and the management strategy combining the related theories with practical cases in the view of the automobile manufacturer in this text.This text is divided into 4 chapters. The first chapter is an introduction of the importance of the automobile distribution channel and its change and development in our country in the 30 year recently. The second is a discussion of the establishment of an efficient automobile distribution channel. The third analyze how to foster high quality channel resource. The last one is focused on the management policy of how to improve the performance of automobile distribution channel.The meaning of this thesis lies on providing the reference to the automobile manufacturers who construct the automobile distribution channel.