China's Car Tire Replacement Market, Marketing Channels Research

With the rapid development of Chinese economy, all eyes all over the world focus on the high speed rate and huge market potential of PC (Passenger Car) market in China. And with the development of Auto Industry, the relative PC after sales service market come forth sharp consumption. The tire-replaced market is the focus of this competition market. By the end of 2007, the top 10 tire company around this world has opened business in China through independence, join-venture, buying ways. So now there are over 300 tire brands in China with a very stinging competition, special in Marketing Channel.At the beginning of this thesis, the author analyzes PC tire-replaced market situation and marketing channel in China, mainly illustrates market environment, competition situation and consumer character. In marketing channel chapter, the author analyzes distribution development process, main tire brands distribution model and main retail distribution character.Michelin Tire, as the leader in the tire business world, has kept sustained increase by over 30% per year in recent years in China. Three brands (Michelin,Warrior and BFGoodrich) has over 20% market share, in middle and high segment with about 40% market share in China. So the author illustrates in detail and deeply analyzes Michelin Tire marketing channel strategy, distribution management model in PC tire-replaced market in China. The author tries to give the conclusion of Michelin Tire success advantaged management and efficient method, give relative firms some suggestions.At the end of this thesis, the author reasons out the marketing channel development trend of tire-replaced market in China through quoting relative marketing channel theory and successful experiences of domestic and overseas relative field including Michelin Tire. The author hopes his article can help those who are operating or preparing to operate this kind of business in China.