Research On Distribution Channel Management Of Fuyao Glass In The Us Market Under The Background Of Sino-Us Trade War

With the continuous improvement of the national economy,China's automobile sales is on the rise,the auto parts market is increasing rapidly,and China's auto glass industry is keeping a strong development momentum.It not only realizes the import substitution of the domestic auto glass matching market,but also has the competitive strength with the international auto glass brands,such as Asahi Glass,Banzi Glass and Saint-Gobain.As the domestic biggest automotive glass supplier with the highest level of technology and the largest export volume,Fuyao Glass holds 23% of the global automotive glass market share.Its also particularly important for Fuyao Glass to manage its distribution channel in the US market.Based on the Sino-US trade warfare,this paper analyzes the current situation of Fuyao Glass' s distribution channels in the US market,and analyzes the performance in the US market.The proposal has important practical significance for Fuyao Glass.Firstly,this paper introduces the current situation of the distribution channel of Fuyao Glass in the US market from the Sino-US trade war.The advantages,disadvantages,opportunities and threats of Fuyao Glass' s distribution channels in the US market is analyzed by SWOT analysis method,and the problems such as over-reliance on downstream automobile manufacturers,small proportion of ARG parts market,low influence in high-end consumer market,lack of control over end users in the aftermarket and so on,are found.Subsequently from the four aspects of producers,middlemen,consumers,and channel members cooperated,a relatively complete and scientific evaluation indexes system for the management performance of Fuyao Glass' s distribution channels in the US market is set up,and the indexes weight is computed by AHP method,and the comprehensive evaluation is done by the fuzzy comprehensive evaluation method.Finally,the countermeasures and suggestions for Fuyao Glass in the US market,such as developing a reasonable middleman management policy,are proposed.This paper has important reference value for Fuyao Glass to formulate the distribution channel strategy in the US market under the condition of Sino-US trade war,and also provides important reference for other companies to make decisions or researchers to conduct similar research.