Research On Marketing Channel Strategy Of M Company's Vehicle Intelligent Terminal

With the rapid development of the Internet and communication technologies,huge innovations in technology are changing the ecology of many industries at a rapid rate.Driven by policies and the natural demands of the automotive industry,traditional cars are evolving and transforming into smart connected cars.The Internet of Vehicles is one of the important research directions in the field of smart transportation.The in-vehicle intelligent terminal is a key functional component in the Internet of Vehicles system,and it is the most important configuration for realizing intelligent and networked vehicles.The rapid advancement of new technologies,the ever-changing socio-economic environment,the ever-increasing consumer demand,and the transformation of the industry require companies to be able to seize opportunities in a rapidly changing market environment,and also require companies to constantly improve their marketing strategies.The channel marketing strategy and channel construction is an extremely prominent and important part of the competition.In such an era of opportunities and challenges,how to formulate the correct channel competition strategy is an urgent question to be answered.This article focuses on the methods of case studies and enterprise survey analysis,and selects the company where the author works as the research object.This article first analyzes the macro environment,competitive environment and current situation of the marketing channels of vehicle-mounted intelligent terminals,followed by the current company The current status and problems of marketing channels focused on detailed research and analysis,through the use of marketing channel theory in the strategy optimization,channel structure design,operation management,channel behavior and control models to optimize M company's marketing channel.After empirical analysis,the conclusion is:First,if an enterprise wants to improve its own channel competitiveness,in the current market environment,it is impossible to establish core competitive barriers and obtain sustainable competitive advantages simply by adopting traditional channel strategies.Enterprises need to constantly optimize and find innovative channel strategies,strengthen their own channel development and construction,fully consider the external business environment and the company's own capabilities,and review the situation and follow the trend to maintain and enhance the company's core competitiveness.Secondly,in the process of channel construction and marketing channel strategy implementation of M Company,the channel management system is optimized by strengthening the control of channel members to ensure that channel members can effectively implement M company's channel strategy to achieve the company's large-scale market aims.Third,in addition to strengthening the marketing management of end-consumer channels,Company M also needs to strengthen the design and management of marketing strategies for corporate customer channels.Different businesses and channels complement each other and fully collaborate.