Cimc Special Vehicles Based On Customer Value Research Marketing Channel Construction

In the domestic special purpose vehicle and the national economic development, in recent years as China’s key projects, highway construction accelerates development, for the automotive industry have a good development opportunity and made some achievements, special purpose vehicle directly involved in the economic construction of our country. The special vehicle in the quality and brand has a unique advantage, but in special purpose vehicle production plant reached 19, son of many brand, promotion mode is not adapted to the Chinese consumer’s consumption psychology and consumption habits, so the special vehicle development has encountered impassable barrier. CIMC vehicles to the market, continuous development by leaps and bounds, constructing a customer satisfaction marketing channels and conflict management is one of the urgent problems.The theory of marketing channel development to the enterprise has brought opportunities and challenges; constructing appropriate marketing channel and the channel conflict management system for enterprises to expand market share, reduce operating costs, is conducive to enterprise sustained, long-term development. Therefore, a profound understanding of marketing channel system is constructed and the channel conflict management mechanism for enterprise development is extremely important.The theory of customer value is very important in the fields of marketing theory, have become in recent years scholars have studied the topic, customer value for the enterprise operating performance has important significance. Based on customer value as the core research in special purpose vehicle marketing channels and conflict management strategies, in-depth analysis of customer value and marketing channel relationship, based on customer value as the core of the construction of marketing channels and the conflict management strategy.On the construction of marketing channels and the conflict management strategy as the object of study, the integrated use of customer value theory and the theory of channel conflict management of customer value as the core of the construction of marketing channels and the strategy of conflict management; first on customer value definition and component element, and the study of customer value theory on the construction of marketing channels and conflict management, analysis of customer value as the core to establish marketing channel conflict management strategy and the reasons. Then it analyzes the characteristics of the special purpose vehicle, in the domestic market and the advantages and disadvantages of the marketing management and strategy, analysis of special purpose vehicle customer value and the special vehicle and other brands of special vehicles in different customer value. After the customer value as the core of the construction of the marketing channel conflict management strategy and detail analysis. This paper takes Shenzhen CIMC vehicle marketing services company limited as an example, in-depth study of customer value as the core set of special vehicle marketing channel construction and conflict management model, combined with the special vehicle characteristics and development put forward in car marketing channel construction and conflict management strategies.This article through literature comprehensive analysis combined with case analysis, in-depth analysis of the customer value as the core of the construction of marketing channels and marketing channel conflict management strategy should be aggregated in favor of customer value maximization of channel members, by improving the customer perceived benefits and reduce customer perceived sacrifices, obtain the optimal marketing channel.