Marketing Channels In China's Automobile Industry Research And Analysis

Along with China's entering WTO, the Chinese economy has keeping fast and steady growth, and the reformation pace has been speeded more quickly. By this historical opportunity, China's automotive industry, through thought transformation, deep reformation and supports from the nation's economy and policies, has achieved extremely fast development. From 2001 to 2003, The auto market appears blowouts ,Promotes kinds of preferential policy, new car type unceasingly, the rate of market increment is in the highest historical order; when it comes to 04-05, Automobile credit tightening, the high growth pressure causes rate of increment to drop rapidly ; The constrained expense potential is released, Market demand flatten out ,new holders increases in 06-07; the overmuch productivity exposed in 2008 since the sales volume declined rapidly. So, under circumstances of global economy recession, what should the future of China automobile marketing be like?Foreign manufactures have entered China in succession. Meanwhile, the automobile product homogenization strengthens along with the vehicle models increases gradually. Domestic car market rapidly transferred from sellers' market into buyers' market. The traditional sales channel can no longer meet the customers' optimal requirements. Under this background, only sales channel could bring competitive strengths to both manufactures and dealers. This is the truth of so-called "the channel wins the world".The research purpose of this paper is to raise some suggestions on automobile sales channel optimizing strategies and dealer capability upgrade strategies. Combining personal impressions from social practice with marketing theories, this paper is aimed to find out current channel management solutions and future development directions. The methodology will be a combination of both the theory and the real diagnosis. Sales channel problems have widely spread among manufactures. Therefore, this paper will use several case studies corresponding to different problems, to discover what impact that channel exerts to its relative interest groups.Innovation of this paper is: most of previous researches were digging for how to upgrade the channel's capability on the side of manufactures, but this paper, through reverse thinking, will design a "National Dealer Satisfaction Questionnaire" from dealers' point of view, and use statistical techniques to propose a number of automobile channel improvement strategies.