A Car Company Marketing Channel Relationship Management Research

With the specialization of channels of marketing operations and management, the technical means of channel management and maintenance has been upgrading. However, due to the limitations of channel resources, the competition of channel resources becomes more and more intense, which leads to the companies'strengthening control of channel resources. The way that strengthening management and control of channels to further achieve competitive advantages of marketing channel, in turn strengthens channel relationships management, has become an important means for enterprises to obtain competitive advantages. Appropriate marketing channel mode is A automobile company's essential business pillar, and further improving channel relationships, strengthening channels of communication, increasing member satisfaction and loyalty are the urgent issues which need A to solve.At first, the paper analyzes the origin and connotation of channel relationships, then it has a theoretical review of the channel relationships management, which summarizes the insufficiency which formerly studied and induces the core factor of the channel relations management. Secondly, the paper introduces the current situation of A. Next, the paper describes A marketing channel mode, channel members, and channel relationship management model. Based on the current situation, the paper studies A's marketing channel relationship management by analyzing channel cooperation, appraisal of channel relations quality, the management cost, the channel information, channel resources disposition, and so on. So the paper summaries inadequacies of current marketing channel relationship management of A. And then, by combining market competition environment with A' situation, the paper proposes some program to solve the marketing channel relationship problems of A from the relational channel management, channel policy, channel management strategy, evaluation of channels quality, and so on. At last, the paper has a summarize of the research, points out the value of it.