| After nearly 50 years development, China automobile industry has achieved remarkable achievements. Especially in 2009, Auto industry has experienced leap development, both production and sales ranked first in the world. As China's automobile industry continues to grow, it has more and more prominent position in China's economic development, and it has become one of pillar industries. But as an important part of the auto industry, channel management has been unable to get due attention in academia and industry, whether in theory or in practice, it necessary to study and practice, enhance the efficiency of the distribution channel is one of the most important issues. At present, China auto distribution channel management confusion, high costs, low efficiency, and has a big zone to improve, all the manufacturers should focus their eyes on the channel construction.This paper begin with the current situation of China's auto distribution, combined with customer satisfaction theory, strategic management and supply chain management theory, And draw on the existing distribution channels efficiency evaluation theory, build a channel efficiency evaluation system, Analyze the reasons of the low efficiency of China's auto distribution channels, and order to improve it, there was a few practical methods, such as made channels flat, perfect after-sales service system and the information level. Integrated evaluation system, select a representative automobile manufacturers, find out the influence factors of the car manufacturer channel efficiency, and have submitted proposals and suggestions, and also verified the evaluation system's scientific and practical.I hope this paper would contribute lightly to efficiency evaluation on automobile marketing channel theory and practical fields, and also enhance the efficiency and the competitiveness of channel. |
PDF Full Text Request