Research On The Optimization Of Marketing Channel Management Of FAW-Mazda

With the development of economy and improvement of our living standards,domestic demand for passenger cars continues to stay at a high level.However,with the continuous expansion of production capacity of passenger cars,domestic manufacturing industry of passenger cars has been facing the problems of serious overcapacity,continuous fierce competition and decline in profit margins.In this context,various OEMs have conducted reforms and innovations for further development.As a "small and beautiful" brand in the automobile industry,FAW-Mazda also needs to change with the situation and time,and look for ways to reduce costs and improve efficiency in its own marketing channels.The marketing channels of passenger car OEMs play the fundamental and supporting role in the entire marketing system,which are key to the efficient operation of the marketing system.It is the fundamental problem on the marketing side of the passenger car manufacturers to establish and improve the automobile consumer market in line with Chinese characteristics and the marketing channels compatible with the marketing strategy.The research aims to analyze the marketing channels of FAW-Mazda,and by starting from specific problems in practice,to solve the problems in FAW-Mazda’s existing channels in an efficient and cost-effective way,and to improve channel efficiency.This article uses FAW-Mazda Automobile Sales Co.,Ltd.as the research target,with the research objective of optimizing the marketing channel management.From both theoretical and empirical aspects,the article discusses the current situation of FAW-Mazda’s marketing channels and its existing problems such as,unreasonable channel distribution,poor income of channel members,unsatisfactory results of direct-operated stores and the imperfect evaluation and incentive systems.The analysis goes deeply to the true causes from the problems on the surface,namely,imperfect channel construction,insufficient management and control of channel conflicts,insufficient management and support of direct stores,and imperfect evaluation and incentive systems.To solve these four problems,this research constructs a FAW-Mazda marketing channel management optimization plan,which puts forward the optimization goals,principles and specific plans,organizes and elaborates the guarantee on the implementation of the plan.In terms of the strategy of optimizing the marketing channel management,the article first proposes to improve its channel system and sets goals and principles.It then conducts specific analysis based on actual data,and proposes adjustment suggestions for different regions.Secondly,it proposes to strengthen the scientific management and control of channel conflicts,and adopts the methods such as by establishing common goals,coming up with reasonable contract constraints and marketing policies,and deepening the role of associations in the same city,and then provides suggestions and plans for the establishment of relationship-based channels.Further,in order to solve the problem of the unsatisfactory results of the direct-operated stores,it adopts the methods such as setting up sales procedures,sales management and implementation of supervision responsibilities to quickly improve the management level.Finally,in terms of evaluation and incentives,it proposes to supplement and improve the evaluation and incentive targets systems,and to provide guidance to the correct direction.In order to ensure the effective implementation of this channel management optimization plan,the research further proposes measures on the implementation of the safeguard plans,including deepening the construction of channel cohesion,strengthening product capabilities,direct store marketing and training support policies.It also evaluates the feasibility of the plan and making sure it is feasible in terms of capital costs,labor costs,and opportunity costs.In the end,it argues the effect evaluation of the implementation of the plan,and proposes solution plans.,in order to improve the entire optimization process of the marketing channel management.From the perspective of channel design,maintenance,and operation,this research proposes an improvement plan for FAW-Mazda’s marketing channels.This plan is feasible and has certain reference significance for the future channel construction and development of FAW-Mazda.