North Ben Heavy Truck Channels Competence

According to the data released by China Association of Automobile Manufactures (CAAM), sales volume of heavy-duty truck(hereafter referred to as heavy truck) in China has exceeded one million units in2010,which comes to the highest level in history. Being as the means of production, rapid increase of heavy truck stem from investment by our country.From2011, with the ease of investment in infrastructure of the country, The development of heavy truck market has enter into the smooth period. At present, heavy truck manufactures in China have totally formed two million production capacity, which is seriously surplus, and the product technology platform tends to homogeneity, the competition of channel is intense.The heavy truck channels’ start-up and development are later than passenger vehicle, heavy truck line basically belongs to direct sales model before2002. Along with market demand has risen sharply, the original direct sales model has not adapted to the demand of the market after eruption of heavy truck market from2002to2004.All the heavy truck manufacturers are forced to change sales model.It means that direct sales were replaced by channel sales model step by step,in which the distributers as the major party. The development history of channel of heavy truck are very short, the strength and standard of agents are in different level. In the development of heavy truck market, it exists unreasonable channel structure, weakness of brand communication, channel marketing ability, channel service ability and financing service ability.Based on the related theory research of marketing channel, by making analyses of heavy truck environment and opponents, combined with the practice of bei ben company to expound the key factor of marketing channel ability for heavy truck. This article has sorted the marketing channel theory and analyse the developing situation of heavy truck line and marketing channel development both in china and overseas, as well as the current situation and existing problems, also mentioned the strategy for promoting marketing ability of bei ben, then it provides conclusions and opinions looking far ahead into the future, with a purpose to providing some references for the development of bei ben company and the research of heavy truck channel.