The Channel Research Of Skoda In East China

In order to integrate resources of services and reduce costs, automobile marketing entering into "the channel era" is needed. At present, China’s auto industry is actively promoted by a series of policy measures such as promoting national domestic demand, adjusting structure and promoting transformation etc. and the industry has entered into the rapid development stage. Meanwhile, with the rapid development of automobile industry, the point-of-sale terminal of cars also gets attention.Automobile marketing channel modes are kept being explored constantly. At present, China’s automobile industry sales models include franchise houses, auto supermarkets, auto trade markets and network marketing etc. Moreover, some local governments and dealers are planning and hastening automobile roads and car sales parks in order to make the franchise houses have cluster effect. These modes reduce distribution channels’ hierarchy and make manufacturers get closer to customers. Requiring better enterprise channel management abilities, regional markets monitoring, unified execution of marketing policy and enterprise brand management, these modes make the operating costs of distribution channel substantially reduced. The realization of domestic automobile marketing mode’s flattening has let channel coverage increase greatly.This article chooses Skoda’s marketing channels in East China as the main object of study. Based on analysis of domestic and foreign automobile marketing channel models and environment of Skoda’s marketing channels, the author concludes the present situation and existing problems of Skoda’s marketing channels, proposes corresponding solutions and strategies, and put forward the redesign of Skoda’s marketing channels in the future.In this paper, according to the relevant theoretical knowledge, the author states the related concepts of automobile marketing channels and briefly discusses the domestic and foreign automobile marketing modes. Then the author introduces the basic information of Shanghai Volkswagen and Skoda. After examining Skoda’s channel environment, the author provides both PEST and SWOT analyses on environment and gives a comprehensive analysis of the degree of customers’ satisfaction. This article includes Skoda’s market segmentation, target user group, market positioning and a set of targeted combination of marketing strategies. The company should provide high-quality and diversified products and services. By improving the management and innovation of marketing channels, the company can set a competitive price and explore the brand communication.In addition, the Skoda marketing channels face various existing problems. Therefore, based on the research of Skoda, the author puts forward recommendations for improvement and has designed a better automobile marketing channel mode. Furthermore, the author briefly discusses the redesign of Skoda channels, hoping to solve the existing problems of Skoda marketing channels and help Skoda to enjoy ideal market share and market competitiveness by improvement and innovation of marketing strategies.