Research On The Auto Parts Marketing Channels Integration Of CNHTC

China National Heavy Duty Truck group co., ltd(CNHTC) was founded in the year 1935 with spare parts of imported cars as its main products. It has begun in 1956 to research, design and manufacture cars ,changed to a auto manufacturing enterprise. CNHTC has always been the leader of Chinese heavy-duty truck industry, from the first car 'Yellow River 'off the assembly line in 1960 to the introduction of Steyr technology in China, from the joint-venture project with Volvo to the well sale of self-developed 'HOWO' series in the whole country.After several year's rapid development, CNHTC's products in the domestic heavy truck market share has over 20%, which has become the most influential heavy-duty truck brand in China. At present, the volume of CNHTC's heavy vehicles in the society is near 300,000. The ultra-high-speed development makes the rapid growth of aftermarket, which causes big stress to the original fitting suppliers and after-sale services.It is not only good performance, excellent quality and reasonable price that is important to a good product, but also a perfect after-sale service system. It is hard to meet consumers' demand without a powerful fittings supply security system. It needs to set up a well-functioning marketing channel of fittings. However, the market of fittings is chaos as lack of standardized management to the channel for a long time. There are too many bought-in components suppliers and brands, and too many false fittings called 'subsidiary fittings' of poor quality filled in the market, as a result, the repair quality cannot be guaranteed, and the purchasing channel is not smooth ,which decline the vehicle reliability and attendance. It eventually affects the users' degree of satisfaction towards the brand, and hampers the further development of car sales. So it is the key problem we must resolve that how to reshape CNHTC parts marketing channels.Based on the above background , put "research on CNHTC auto parts marketing channels integration " as the title, and referred to the macro environment of domestic and foreign auto parts industry, this article analyzes the recent situation and the problem of CNHTC auto parts marketing channels. Combined of theory and practice, and based on the marketing channel management theory, it makes the analysis and research to the recent situation and the problem of CNHTC auto parts marketing channels. According to the Five basic competitive forces analysis: the potential new industry entrants, the competitive substitute , the ability of bargaining which the buyer and supplier owned , as well as the competition between existing competitors, it contrasts the advantages and disadvantages and analyzes the opportunities of development and threats the environmental changes brought. Draw on relevant research at home and abroad ,this article investigates to design the CNHTC auto parts marketing channels and management measures based on the integration of after-sale service institutes, in order to provide the foundation for the decision-making.Therefore, the conclusions of the research in this article is very important to the CNHTC auto parts marketing channels construction and management, It can also be a reference to other commercial vehicles enterprises with their fittings sales Service.