A Study On The Channel Management Of YC Mall

In 2013,the sales growth in the car market in China began to slow down,while the development of supply and channel did not stop.In 2014 and 2015,stockage objective of the car dealers had exceeded the number as warned,in which many 4S stores were forced to shut down and the automobile market was in need of channel reform.From2014 to 2015,over 100 automobile e-commerce platforms had came into being with the push of the serious situation in automobile sales market.Whether or not an automobile e-commerce platform will be successful depends on whether it can build a complete a sales circle and its sound operation and development with the system support afterwards.By contrast,the automobile e-commerce nowadays only serves to re-intermediate or de-intermediate the channel.This thesis focuses on channel management,adopts literature reading,investigation,case study,induction and deduction and other methods and studies YC as an example,making detailed analysis of the 8th Sonata Project of Beijing Hyundai.The thesis makes a comparative and contrastive study on the traditional distribution channel modes of automobile as well as the various automobile e-commerce modes in the current Chinese market.Based on the theory of channel management system,including channel structure,channel pricing,channel motivation,organizational design of channels and channel support,the thesis analyzes the channel management data and cases collected from the YC Mall and validates the reason why it is now trapped in a dilemma: it does not build a channel management system that matches the businesses and leads to the lack of control over its channels;and it also fails to establish a good sales order,which leads to the decreased performance.The thesis accordingly provides the solution.The key is to straight out the upstream and downstream of the channel and to take the initiative and control of it.Here are the specific actions plan: change the procurement strategy by turning to a small-volume,fast-moving sales and purchasing mode,which frees the mall from the upstream restraint imposed by the source of automobiles;build an authorized self-owned channel,liberate the channel wholesale and strengthen the control of distribution channels,which avoids the sole-channel situation;implement channel pricing and motivational policies according to market changes;reform the labor division and adjust the appraisal policy to improve the quality of channel support;think with an all-channel mode and come up with more sophisticated reform.In the case of the 8th Sonata Project of Beijing Hyundai,the sales had experienced a prominent increase in a short time with partial adjustments,which authorizes the multi-brand car dealers to do wholesale in the mall and advances the power of logistics arrangements.To some extent,the result proves the correctness of the previous analysis and the legitimacy of the measures.2013 marks the first of automobile e-commerce in China,yet in 2016,a huge number of automobile e-commerce platforms are confronted with shuffle,shutdown and transformation.The emergence and development of novelty always comes with fast consumption and shifts.The vivid examples have showed us that creating value for the customer is the key to channel management.To survive and thrive in the market,YC Mall must adopt all-round channel marketing mindset to guide its operation,introduce more value-and efficiency-added services by leveraging the resources on the platform to strengthen its positions as a channel leader,which makes possible the trust from both the upstream and downstream of the channel and thus creates value for the customers and ensures its long-term development.The thesis may provide some references for the feasibility and prospect of Chinese automobile e-commerce.