The Study On The Integration Of Chinese Automobile Marketing Channel Based On SCM

The marketing channel is becoming more and more important to Chinese automobile manufacturers, and the management of marketing channel has been one of the most important measures for manufacturers to improve their core competence. And the integration of marketing channel is a very important method to manage the automobile channel. For Chinese automobile manufacturers which are under development, how to integrate their marketing channel to improve their core competence is the main task. Hence the study of the integration model of automobile marketing channel possesses significant practical meaning.Beginning with the analysis of the present management situation of domestic and abroad automobile channel, this paper expatiates on the problems of Chinese automobile marketing channel, and concludes the necessity to integrate Chinese automobile marketing channel. Finally on the basis of marketing channel theory and system theory, this paper develops the automobile marketing channel model for Chinese automobile manufacturers.An integrated automobile marketing channel includes three aspects: organization structure integration, information system integration and marketing conflicts management. First, according to the Supply Chain Management the organization structure integration is compartmentalized into two phases-the integration between purchasing channel and sales channel and the integration in sales channel; secondly, the integration of information system includes the integration of information platform and the integration of marketing methods; finally, the management of automobile channel conflicts includes the analysis model of conflicts and the solution model of conflicts.This paper supplies the proof of the reason, efficiency and practice of Chinese automobile marketing channel, using the example of a domestic manufacturer.This paper systematically analyses necessities of Chinese automobile marketing channel, and develops three aspects as solutions. This research not only...