| After the founding of more than fifty years of development, especially in recent yearsafter severe upper and lower after the shock, our national automobile industry has entered anew stage of stable growth. The recent ten years, the rapid development of automobileindustry in China. In2006, Chinese automobile market surpassed Japan, ranking second inthe world, second only to America; China demand in the domestic automobile in2010forthe first time more than America, became the world’s largest auto market, and China has sofar been holding this rank. Automotive industry association data show that in2013, China’sdomestic automobile production reached about22,100,000vehicles, an increase of about14%over the same period, to achieve sales of22,000,000vehicles, up13%.But it cannot be ignored, because national auto makers increasingly, international brand,also the auto industry has ten years ago the "blue ocean" into a "red sea" fiercely contested.Automobile market competition of the race will be the price system of individualcompetition, into the whole industry brands to the comprehensive ability of comprehensivecompetition. Along with the internationalization of domestic market competition, theinternational competition of domestic market, many unprecedented challenges will stand infront of our traditional car practitioners. At the same time, the Internet marketing platformmature and intelligent mobile client its widespread use, will also push for big change ofmarket marketing idea, form the impact to the traditional channels.Minicars-production enterprises in our country, with many financial strength, researchand development capabilities and product of restrictions, It is easy to affected by fluctuationsin the market environment. So domestic minicar enterprises should realize soberly, in theconstruction of marketing channels must no longer lagged behind the pace of the industry.Should be combined with the successful experience of Europe and the United States largeautomobile enterprises as well as the special circumstances in the evolution of the domesticautomobile market in our country, has set out a car industry leading idea direction, but alsoaccords with the situation of China’s mini marketing channel construction mode andmanagement mode.Marketing channel construction is to build the basis for the rest of the enterprisemarketing system, to science and choose the right channel mode is the important prerequisite. This article through studies the minicars marketing activities of automobile market of China,combined with modern marketing theory, and the theory of channel management theory,in-depth analysis of the current situation of the channel mode of minicar market, minicarproduction enterprises in China are put forward to upgrade the necessity of the marketingchannel.Through the analysis of the characteristics and experience of foreign automobilemarketing channel, points out the main problems of domestic automobile channel marketingmode, and further analyzes the development course of minicars the segment and the specialposition in Chinese auto market, points out the minicar industry in the current marketsituation of the new characteristics and new trend, expounds the influence factors of minicarschannel mode selection. At the same time, the application of marketing related theory,summarizes the construction of domestic auto channel mode selection strategy; YQJLcompany’s management present situation, the traditional channels are analyzed existingproblems, describes the YQJL improvement direction of the company’s traditional marketingchannel, and establishes the YQJL new channel mode of construction plan of the enterprise. |
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