Research On The Strategy Of Marketing Channel For Dongfeng Motor Corporation

With the development of our country's economy,people's purchasing power is strengthened,the automobile enterprise obtains the vigor,has welcomed the rapid development stage.However,in recent years,due to foreign brands of cars and the gradual diversification of the domestic automobile brand trend,making the car market competition is increasingly intensified.Sales channel strategy is the fundamental basis for marketing activities,directly affect the daily business activities normally carried out,and the 3P strategy as related to the company's future development will be of vital importance,endurance is the ability of the business enterprise,the key talent shows itself many competitors in the market.Dongfeng Motor Corporation as a veteran of the car manufacturer,since its inception has experienced 40 years of development,has accumulated more experience,whether the level of R & D,management,or marketing system more perfect.However,in the current complex market environment,Dongfeng Automobile still faces enormous challenges,how to improve the traditional extensive marketing model,based on the product itself,improve the sales channels,improve the management level of the Dongfeng Motor Corporation has become the key problem that should be considered.Therefore,in this paper,Dongfeng company's sales channels as the research object,Dongfeng Motor Corporation as a case study.At first,this paper puts forward the environment and the background of the paper,but the sales channel strategy paper summarizes the research status at home and abroad,and analyzes the domestic and foreign auto sales channels used by the main patterns and their advantages and disadvantages.Then from the theory of sales channels,the definition,construction and decision-making of the sales channel and sales channel strategy are described in this paper.Secondly,analysis combined with the status quo of the car marketing channel of Dongfeng Honda automobile company,from general to special,from the analysis of the current prevalence of domestic automobile industry to the problem according to the special nature of the Dongfeng Honda automobile company analysis,"an antidote against the disease,so as to find out the causes of the problem,in order to pave the way put forward the measures and suggestions.Finally,on the basis of the above,the specific implementation of Dongfeng Motor Corporation sales channel strategy,namely channel optimization decision-making,the establishment of the regional operating system update,management model,structured channel system,strengthen the construction and management of the marketing team,only from the above five aspects,have the opportunity to achieve a breakthrough,to obtain the corresponding development opportunity in the domestic and foreign auto giants under siege,also provide reference for other companies.