Study On Marketing Channel Of Dong Feng Liuzhou Automobile Co., LTD

Automobile industry has been seen as a measure of national economicdevelopment level index for one hundred years. Automobile industry plays an importantrole in aspects such as improved the level of comprehensive national strength and socialprogress.With the continuous development of China’s automobile industry, with jointventure brand’s price range declined. Under the threat of the proprietary brands on themarket share is more and more seriously. If self-owned brands want to increase itsmarket share that not only to seek breakthrough in manufacturing technology andprocess but also to adjust measures to local conditions on the marketing channelconstruction and management. Improved the level of technology and process needs alarge number of inputs, in the short term, in order to achieve good effect is difficult butthe adjustment and improvement on the marketing channel which would be obtainedsignificant effect.In this paper, we study the construction of marketing channels, aiming at DongFeng liu zhou automobile co., LTD.,. From two aspects of theory and practice to discusshow to establish a perfect marketing channel effectively.In this paper, firstly, the research themes、background and significance of the paperwere elaborated. At the same time，the related concepts and theories of marketingchannels were introduced。Secondly，the development of the domestic and foreignautomobile marketing channel were introduced。And then the situation and existingproblems of marketing channels of the Dong Feng Liu Zhou Automobile Co.,Ltd wereanalyzed。On this basis，the purpose of improving the automotive marketing channelswere put forward。Finally，the four steps to solve the existing problems of marketingchannels which were based on the analysis according to theory and reality wereadvanced.