The Study On Construction And Management Of Marketing Channels Of FAW Commercial Vehicles

The building and managing of the marketing channel is one of the most important parts in marketing management. Based on this issue, and targeting at FAW Co. One of the three biggest automobile corporations in china, this paper will discuss how to build a perfect marketing channel and manage it effectively.China has been a formal member of WTO since Nov.2001, but the development of Chinese automobile industry has not come into the substantial competition because of the intentional arrangement in the transition stage. So the Chinese economy has not get the severe impulsion from abroad. But as the day of Jul.1 2006 came, the openness of Chinese automobile industry made a great step, and it confronted the most severe impulsion among all industries. Automobile tax has been reduced for six times since the first tax-reduction in Jan.1 2002. Since Jan.1st 2005, the quota and permission management have been cancelled. What is more, the import tariff of automobiles had been reduced to 30%, accessories reduced to 13%. Finally, the tariff of automobiles has been reduced to 25%, and accessories reduced to 10%. Undoubtedly, this has excited more severe competition of the domestic automobile industry.Because of the practical situation and my acquaintance with the actuality of the commercial vehicles of FAW Co., I have the thought to write a paper on the marketing channel of the commercial vehicles of FAW Co. This paper will basically research on the following aspects:The first chapter: based on the research background of the marketing channel, this chapter puts the emphasis on the domestic and foreign development of marketing channels, through which we will get the use of reference to this paper and know what are the vital problems. Then we will be acquainted with the importance of the research and the key aspects, along which the real research begins.The second chapter is the basis of the building and managing of the marketing channel. This chapter is divided into three parts:①The summary of the marketing channel, which includes the define,styles,functions and designing factors of the marketing channel.②Decisions on the marketing channel, which includes marketing models of manufacturers,the flow of the marketing channel,the general structure,controlling ways and the functional positioning of the marketing channel.③The management of the marketing channel.The third chapter will expatiate the actuality of the commercial vehicles, which is divided into four parts.①The summary of JIEFANG Co, which includes the product styles,the marketing actuality and the brand environment.②The actuality of the marketing channel. This part talks about the dealers in each district, namely the status of overall arrangement, which is arranged by provinces.③The management actuality of the marketing channel.④the research of the actual problem, which includes as follows: The analysis of the lag and the imbalance of sites through the angle of the overall arrangement,the analysis of the singleness through the angle of brands, and the analysis and singleness of the channel management and so on.The fourth chapter discusses the conceivableness of building the marketing channel of the commercial vehicles of JIEFAW Co. It includes five parts:①The necessity and target of channel designing.②The factors of the designing, which includes product factors,marketing,competitors and manufacturers and so on.③The traditional building of the commercial automobiles of FAW Co. which includes the principle,process,dealer sites of the channel designing and the choice of dealers.④The building of the marketing channel based on web, which includes the traits of web marketing,the styles of using web and the strategies of the commercial vehicles of FAW Co.⑤The marketing channel management of the commercial vehicles of FAW Co.The fifth chapter concludes the situation of the marketing channel building and managing of the commercial vehicles of FAW Co., and forecasts the trends of the future marketing channels and the potential problems.Finally, I hope the content above not only makes some academic effects, but also has some maneuverability on the building and managing of the marketing channel of the commercial vehicles of FAW Co., and finally contributes to the marketing of the commercial vehicles of FAW Co.