A Research On The Strategy Of D Automobile Company’s Internet Sales Channel

Since 1990 s,the domestic automobile industry has experienced a golden age of rapid development for more than twenty years.In recent years,however,as the rapid growth period of automobile sales goes by,the capacity of automobile factories is too high,so that the market turned into a buyer’s market,and the competition is more intense.Due to the high cost of marketing channel model of the automobile brand franchise distribution,it becomes very difficult to gain high profitability.Just at the same period,however,the e-commerce ushers in the mobile Internet era,which has a serious impact on the other industries.The automobile purchase groups are getting younger as well,and the young groups are keen on using mobile Internet products and the convenient experience of online shopping.It has become a major development project to research how to seize the consumption habit of young groups,and to expand the influence and share by using online channels,so as to explore the development model of opening up the automobile e-commerce.Through summarizing the basic theory of e-commerce and marketing channels,and researching the studies of domestic scholars on the development model of automobile e-commerce,the thesis refers to the development process and characteristics of domestic automobile e-commerce to analyze the combination mode of the automobile e-commerce of D company and the traditional 4S channels on both macro and micro levels.By using PEST analysis model as well as Business Model Canvas business,the thesis analyzes the market competition environment and channel capacity of the current automobile e-commerce of D company,so as to refine such elements of establishing the commercial model as the value proposition,customer channels,core resources and important partners,which are conductive to carry out the automobile e-commerce of D company.Unifying D company’s own situation,the thesis proposes the integration of e-commerce and channels,namely,taking 4S shop as the main operator of e-commerce,giving dealers the roles and responsibilities to serve internet custoemrs,so as to solve the conflict problems between the development of e-commerce and traditional channels.Through the detailed planning of e-commerce business of D company and its distributors,the thesis conducts Internet upgrade and reconstruction on the distribution channels.At the same time,the automobile factories also focus on Internet upgrade,and establishing the corresponding Internet work management and training,and setting up online marketing communication catering to the network consumption patterns.Moreover,it also puts forward the marketing development strategy which is suitable for D company as well as its distributors to jointly develop the automobile e-commerce.This thesis aims to provide a new perspective for the automobile enterprises with a large number of traditional 4S distribution channels like D company to develop the e-commerce and break the barrier of channel conflict.Furthermore,it also puts forward a clear e-commerce development model for the automobile factories.