Analysis On Automotive Marketing Channel Patterns Of China

After 50 years of construction and development, especially since the accession to WTO, China's automotive industry has made remarkable achievements. According to the"The 11th Five-Year development Plan for Automotive Industry", Automotive industry will become a pillar industry of China's national economy. Overall, the construction scale of China's automotive industry, marketing methods and results have great differences with the developed countries. In the automotive marketing, the marketing pattern which combine collection of sales, service, spare parts and survey as one of the brand exclusive and "Monopoly collection point" type Carsell market already popular in the world. Compared with that in our country basically at the initial stage, our country's patterns automotive marketing idea, marketing systems, marketing methods, service, spare parts quality is laggard relatively. Because of consumer spending habits and the lack of social credit system, motor vehicle financing is difficult to make any major changes in the near future. The traditional business pattern is difficult to meet consumers demand, auto sales market is far from perfect.U.S. Marketing authoritative Louis W. Stern said,"Distribution channel pattern is the most important external resources for the enterprise, often need a long time to set up and should not be changed. In importance, it and important internal resources, such as construction, research, engineering, field sales personnel and facilities in parallel. The network became the key to victory or defeat of competition. Who can master the channel, whoever holds all the trumps. " So the auto market success and failure often depends on the operation of automotive marketing channel patterns efficiency, who owns the stable, smooth marketing channels, who will be able to occupy the dominant position in the automotive market. In the background of China's automotive industry and the world automotive industry is still a wide gap between developed countries, in order to obtain capital used to compete with multinational automotive enterprises, increase competitive advantage of management and development of China's automotive industry, priority adjustment and to explore the distribution channel pattern which suitable to the development of China's auto market becomes imperative. In addition, as China's rapid economic development, China's auto consumption concept of consumer groups and consumer habits also put forward higher requirements to the distribution channel pattern. I combine development status of China's automotive industry and market, based on studying abroad advanced automotive marketing patterns, use theoretical analysis of related disciplines, such as marketing and strategic management, wrote the paper. In this article firstly summarize the research of domestic and foreign scholars in distribution channel, then summarize the theory of automotive distribution channel. This job provides a theoretical basis for the thesis writing. After that, explore the United States, Japan, Britain and South Korea's automotive industry in developed countries such vehicle distribution channel and characteristics of the formation of patterns, while drawing on some of these success stories. On this basis, a detailed analysis of the country's main automotive distribution channel patterns and the problems which are included in the development, combined with the previous theoretical research and experience for reference, gives the corresponding problem-solving measures. At last, with more than a year internship experience at Renault Beijing Office, use empirical research methods to analyze the evolution of Renault imported vehicle distribution channel patterns in China. Wish to take this article to the development of China's automotive industry, especially in the development of China's automotive market to find a suitable distribution channel patterns to provide some basis and reference.