Research On The Optimizing Scheme Of Marketing Channel Strategy Of C Automobile Parts Company

Auto Aftermarket is deep in capital market.Currently,Chinese Auto market is moving from incremental model to stock market.Auto aftermarket will be especially intensive.The competition point in this industry is moving from products to channels and operation-models.Company C is top-5(ranked by scale)in automotive accessories industry and is famous by ‘no-fake' tenet.But it lacks of potential growth because that it focused on only traditional sales channel.Now,there are 2urgent missions for company C.The first one is optimizing sales channels.The second one is figuring out the relationship of accessory,auto-fixing and auto-owner.This essay integrated global theories about marketing and marketing channel,then analyzed operation and business model of company C,based on theory /experience,and focus on auto-accessory industry.It is noteworthy that we find out the weakness for company C's channel strategy by data analysis.PEST,Porter's fiver forces model,questionnaire and SWOT were utilized to research the opportunities and threats of company C.We reselected sub-markets,target customers and positing systems by STEP theory.After that,we created 4 different channel strategies by product subdividing.Finally,we designed 4 systems to ensure the practicability of our strategy and to transform into delicacy E-commerce company.The systems related to reorganization,business supporting,cooperation between supply chain and IT and incentive mechanism.