The Improvement Research Of Dongfeng Liuzhou Motor Co.Ltd.Yunnan Market’s Marketing Channel Management

Marketing channel is regarded as a specific channel or path in the process of transferring goods and services from producers to consumers.When making marketing decisions,enterprises take channel management as an important decision-making element.Therefore,marketing channel management should be carried out from three aspects,including channel structure,channel behavior and channel relationship management,so as to make the efficiency of enterprise marketing channel more efficient,ensure the coordination and unification of the whole channel and realize the optimal allocation of resources.Taking Dongfeng Liuzhou Automobile Co.,Ltd.as an example,this paper makes full use of the relevant theories of economics and management and the basic methods of social science research,and combines with my years of practical experience in the heavy truck industry to carry out in-depth research on the marketing channel management of Yunnan market of Dongfeng Liuzhou Automobile Co.,Ltd.The main research content is divided into six chapters.The first chapter is the introduction,including the research background,significance,literature review,research methods and paper framework.The second chapter is the marketing channel management and its related theories,including the basic concept of marketing channel,the content and importance of channel management,and the related theories of marketing channel management.The third chapter is the current situation of marketing channel management of Yunnan market of Dongfeng Liuzhou Automobile Co.,Ltd,including the introduction of Dongfeng Liuzhou Automobile Co.,Ltd.and the analysis of the current situation of marketing channel management.The fourth chapter is the existing problems in the marketing channel management of Dongfeng Liuzhou Automobile Co.,Ltd,from many aspects including marketing channel structure,marketing channel behavior,marketing channel relationship to carry out the analysis of the existing problems of channel management of Dongfeng Liuzhou Automobile Co.,Ltd.The fifth chapter is to put forward the improvement strategy of the marketing channel management of Dongfeng Liuzhou Automobile Co.,Ltd.to solve the above problems.The sixth chapter is the conclusion and prospect.This study can provide some reference for the marketing channel management of domestic heavy truck enterprises:First,it can guide the heavy truck enterprises to complete their own marketing channel design and selection based on their own actual situation;second,when implementing marketing channel management,it can help enterprises better regulate the market behavior of channel members,and deal with marketing channel conflicts while strengthening marketing channel cooperation;Third,it can help enterprises to effectively achieve the establishment,maintenance,deepening of marketing channel relations,give full play to the function of marketing channel,and achieve a win-win situation between enterprises and channel members while improving the efficiency of marketing channels.