Research On Marketing Channel Optimization For SV Group

The SAIC Volkswagen Group is the leading automobile manufacture in China,and now its market share ranks the top three in China.In the development process of the company,it has been selling vehicles by dealer channel for almost 20 years.With the development of new energy vehicle,a new channel mode of direct-sale store channel has sprung up in the market.This channel mode is highly complimentary by consumers.However,after nearly 20 years of development,the traditional dealer channel has shown some incompatible problems in the internet era.In this context,,this paper will analyze the problems of SV Group's marketing channels and propose some solutions.By the analysis of the current channels of SV Group and the analysis of consumers' demand for marketing channels,it is found that SV Group has some problems: The decentralization of channel rights,the lack of management of low-end market,the poor speed of flow of customer information,all of these problems happened due to the unitary channel;The channel also has the internal channel conflicts including the horizontal and vertical channel conflicts;And for now,the marketing channel can not offer enough personalized choices for the products,and it lies some problems such as opaque price and the disregard for customer demand;The problems of top managers are lack of attention in the development of channels.These four aspects of problems are hurting the adoption in sales and developing markets.Therefore,this paper puts forward a dual channel model of new energy products and fuel products,and maximizes the utility of the dual channel model with the help of Internet channel.In terms of new direct-sale store channel,new direct-sale stores can be completed by the establishment of the basic facilities construction and human resources construction;In terms of fuel vehicle dealer channels,dealers can improve their service and channel coverage by strengthening the management of car dealers and encouraging the diversification of dealers;In terms of Internet channels,the optimization of Internet channels is achieved through four aspects,online public opinion guidance,attracting users form internet platform,cooperation with internet shopping platforms,and focusing on management of e-commerce staff in thechannels.Based on the analysis of SV Group's development and customer demand for channels,this paper proposes a series of solutions for channel problems,so as to help SV Group adapt to the changes of automobile market by improvement of the marketing channels.I hope that this paper can provide some guidance to the channel strategy for SV Group,and provide reference for other traditional automobile manufacturers in the industry.