Research On Optimization Design Of Marketing Channel Of XX Heavy - Duty Automobile Company

Marketing channels have gradually become the core competence for enterprisesto compete in the market. Based on reviewing the history and development ofmarketing and marketing channels, this thesis explores the history of China’s heavyduty truck industry, the evolutionary process in the development of its marketingchannels and analyzes its strengths and weaknesses. Taking the leading heavy dutytruck enterprise in China X as a case and based on meticulous research, this thesisfocuses on the strategies in the selection, management, standardization anddevelopment of its marketing channels. It also digs into its selection mode, channelmanagement and marketing innovation in face of the buyer’s market and increasingcompetitions. It tries to put forward an optimized marketing channels’ scheme onaccount of a pragmatic approach and a practical operation, so as to fulfill theobjective requirements of the development of modern enterprise, improve operatingefficiency, generate a better economic benefit, enhance the company’s corecompetency, ensure its advantage in the market and a sustainable development, andfurthermore set a role model for China’s heavy duty truck industry in respect ofmarketing channels.