The Study On Building And Management Of Sales Channels For FAW-GM Light Duty Truck

After decades of development of China’s auto industry, there is a perfect saleschannel system in the passenger car and commercial vehicle markets. While in2014,the national macroeconomic development entered into a long period of slow growth.Also in2014, as people and government began to pay more attention toenvironmental protection, the national IV emission regulations for diesel commercialvehicles were strictly enforced, and the policies of eliminating heavy-pollutingvehicles in different areas were carried out, which led to lots of changes in LDTmarket. These changes would further affect the sales volume, channel building andchannel management of LDTFAW-GM Light Duty Commercial Vehicle Company, as the new entrant in thismarket with strong research&development abilities and rich product-line, hasproblems in the distribution and management of current sales channels, and theproblems direct impact on the sales growth and enterprise development. Therefore,how to grasp the changing trend of channels in the market, find the problems andshortcomings of them and make effective channel building and management plan willbecome the key to company’s survival and development, and it is also the focus ofthis paper.In this paper, through the combination of theory and practice, typical-caseinvestigation and comparative analysis, the paper systematically researches a strategicproblem of how to build perfect sales channels and make effectively management.Firstly, I research the current situation and market environment of sales channels, including product category, sales status, channel distribution, market coverage andanalysis of problems. Then, I analyze the macroeconomic development and autorelative regulations, make predictions about market development and study the wayof channel building and management by STP and SWOT. Finally, I make the design,implementation and guarantee for the building and management plan, which containsabout channel model and design, organization and management, motivation andcommunication, management and control.Through the research above, FAW-GM should make an effective and flexiblechannel model, have detailed channel building process and standards, strengthen therelationship with channel members and customers, set trinity cooperation ways andpay more attentions on channel assessment and management, so as to achieve thegrowth of sales volume and market share. Hope the above research could have somemaneuverability on the building and management of LDT sales channels forFAW-GM, and finally contributes to the LDT sales and marketing.