Research On Marketing Channel Strategy Of P Auto Sales Company

With the rapid development of economy and technology,the domestic automobile market has achieved rapid development and has become the world's largest auto market.There are a large number of companies engaged in automotive-related businesses at home and abroad,and a fiercely competitive market environment has also formed.Under this background,automobile companies are also facing greater market pressure in their business development,and even surviving they face challenges.The sales volume and sales volume of the market has dropped significantly,the income of the staff has also been greatly reduced,and the profitability of the company has also gradually decreased.This series of problems are the outstanding market difficulties faced by the current auto companies.For auto companies,how to establish a sound marketing system and adopt appropriate marketing channel strategies can significantly increase the competitiveness of companies in the market.The object of this research is P automobile sales company.The methods used in the study include literature,comparative induction and case analysis.Combined with the actual situation of P company and the relevant theoretical research results,the corresponding marketing strategies and safeguard measures have been worked out.The main content of this paper is: the first part of the introduction,briefly describes the background,significance of this study,and introduces the methods used in the process of the study.The second part collects a large number of documents,collates and sums up the theoretical knowledge,expounds the specific state of the relevant research at home and abroad,and expounds the theoretical knowledge used in this study,which lays a solid foundation for the later analysis.The third part analyzes the current situation of automobile industry marketing,and the analysis methods used in the analysis are PEST and five forces analysis.The fourth part of P company's existing problems in marketing,first of all,discussed the actual situation of the marketing aspects of P company,on the basis of this,combined with the STP marketing strategy theory to analyze it,It also introduced the shortcomings in its sales channel construction.The fifth part is the marketing channel strategy of P automobile sales company and the safeguard measures adopted in the process.The sixth part,based on the above analysis,draws the conclusion of this study,and puts forward the prospect forfuture research.The main conclusions of this study are as follows: first,inefficient marketing channels have brought serious obstacles to the development of P companies.For example,the loyalty of the channel participants to the enterprise has declined,the overall strength of the enterprise has declined to a certain extent,the level of the distributors is distinctly different,and the logistics management still exists.Certain defects,marketing outlets are not set up.Secondly,the e-commerce channel has achieved certain development.In this case,P company can obviously increase channel loyalty and marketing efficiency,and can effectively alleviate the contradiction between the current channel and the overall improvement of channels.strength.Thirdly,through the analysis of actual situation and external environment,a practical and feasible evaluation process is formulated.In order to enable the company to develop smoothly,P company should establish a set of effective competition mechanism through adopting more advanced network channels,so that the quality of the network channel can be improved.Fourth,adjust the traditional way of building stores,P company can quickly adapt to the current market environment,to expand the market of third and fourth tier cities,in this part of the city's sales into more resources,Makes the structure more flat and improves the coverage of the terminal.Fifth,for the continuous optimization of channel and logistics management,P company can make its own inventory more reasonable and improve the operating efficiency of the channel as a whole.Sixth,the P vehicle sales company's marketing channel strategy safeguards mainly include institutional and organizational guarantees,personnel protection,and capital guarantees.