Study On Marketing Channel Management Of DY Automobiles Sales Company

Automobile industry is an important industry of the modern economy, since it can promote the development of many related industries; many countries take it as the core industry in the process of economic takeoff. Moreover, automobile industry represents the integrated competency and technology standards of a country. Automobile industry always plays an important role in China's national economy and it's the core industry that actively controlled and supported by all levels of governments.After china's accession to the WTO, China's automobile industry kept fast growth, many international giant automobile enterprises and domestic private capital have entered this industry, attracted by huge market needs and excellent economic development status, and huge social and economic benefits were made by automobiles. In 2006, China became the second largest automobile market in the world by 7.1 millions of market sales, which overtook Japan. In 2007, the total production reached 8.79 million, over the previous year by 21.8%, China hence became the third largest automobile manufacturing country after Japan and U.S. Currently, vehicle population in China has reached 59.04 million.Along with the fast development of China's automobile industry, the competency among automobile manufacturers is becoming fiercer. Although there are many models in the market, the products are homogeneous; the price competition and advertisement battles keep ever more violet, therefore many enterprises started to pay attention to marketing channels and with surprise they found it's a long-last competency to win the market. As pointed out by Schulz, the founder of integrated marketing dissemination channel theory, in the background of product homogeny, only "Channel" and "Dissemination" can make a differential competency in the markets.This dissertation elaborates DY Automobile Sales Company's fundamental operating conditions, modes of marketing channels and issues in its channel management, and then performs empirical analysis on DY Automobile Sales Company's marketing channels through comprehensive study of monographs in marketing, management and related areas. Based on the essential nature of theories in Chanel Marketing, Channel Conflict and 5-Culture Factors, and by research methodologies including document study and empirical analysis, this dissertation researches the management countermeasures on DY Automobile Sales Company's marketing channels from selections of channels, incentives on distributors, training system and credit management system for distributors.