| With the development of Chinese economy for several years,the automobile industry has increased rapidly.China has been the largest country in products and sales of vehicle since 2009.There was especially a rise on self-owned brand.Currently,more than half of the cars are self-owned brand in China.However,compared with the automobile industry growth rate,the self-owned brand rate is relatively slow and influence is still weak.They are also distributed in the low-and-middle market.These deficiencies brought more challenges to the self-owned brand companies.As the new self-owned brand of GAMC,Trumpchi is in the early stages of development yet.It has encountered a lot of difficulties,particularly in the channel development and construction,because of brand awareness and influence and products and consumer habits.These channel problems has impacted on brand enhancement too.How to develop effective strategies for Trumpchi channel development and construction is the primary task and is also a realistic meaning and research topic for brand promotion.Based on the analysis of the current situation of enterprise and combined with the related theorical guidance,the research outcome of this paper such as channel model,channel construction policy and strategy and channel management has the actual borrowing signed significance on the development of Trumpchi.This paper was written up on the logic of raising the question,analyzing the question and answering the question.Using current channel development and construction as the research object,it has analysed the channel problem via diagnostic method,dealer interview,marketing channel compare etc.Also,in order to create customer value,the thesis has been proposed effective strategies under brand-oriented and has an important practical significance for enterprise and brand.Moreover,it is hope the outcome will offer referential value to other automotive manufacturers,especially to self-owned brand companies. |
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