Research On The Optimization Of Channel Management Strategy Of CQ Company

With the continuous development of China’s economy and the improvement of urbanization,the state has issued a series of policies to promote automobile consumption.The domestic automobile market has continued to develop well,and automobiles have become a popular means of transportation.At the same time,the epidemic situation has accelerated the adverse growth of the demand for automobiles in low-end cities,which have become an important market for automobile consumption.With the youth and intelligence of consumer demand and the rise of new media marketing,the traditional automobile marketing channels centering on high-end cities and taking offline 4S stores as the main channel cannot meet the development needs of automobile manufacturers.All these have become opportunities and challenges for the sustainable development of Chinese automobile manufacturers.CQ company is an automobile manufacturer mainly producing and selling passenger cars.Due to insufficient attention to the long-term planning of the marketing strategy during the period of rapid sales growth,CQ company ’s automobile sales have been hovering at a low level for three consecutive years in the face of the dual impact of joint venture brands and new energy vehicles,and its market share lags behind that of major domestic competitors.It is urgent to adjust and optimize the marketing strategy to improve sales.Therefore,the optimization research on the existing channel management strategy has both theoretical and practical significance for CQ company and the domestic automobile industry.This article studies the optimization of channel management strategies for CQ company based on relevant theories and methods of channel management.First,it uses the second hand data analysis method to understand the research status and practice progress of domestic and foreign automobile channel management;Secondly,through the introduction of the company’s background and channel status quo,the research methods and tools such as questionnaire survey,interview survey,benchmarking analysis and Performance evaluation method are used to diagnose and analyze the channel status of CQ company,and the problems and causes of the channel are obtained;Third,in order to derive the optimization direction from the consumption demand,this paper also conducts a consumer behavior survey on target customers and users;Fourthly,after the market positioning,the objectives and principles of channel management optimization are clarified,Propose optimization plans for channels from four aspects: channel model,channel structure,channel development,and exhibition hall.Finally,the implementation plan and guarantee measures are formulated for the difficulties and key contents in the optimization scheme.This thesis has studied and formulated the optimization plan of CQ company’s marketing channel management strategy,which has effectively solved the practical problems of the enterprise in sales volume,market share,channel coverage,channel effectiveness and after-sales service,And feasible measures have been proposed in areas such as network sales,online sales,and intrusive distribution models.which will help the company achieve its strategic plan in the long run,In the future,the increasingly fierce competition will get better development,and the research results of this paper can also be promoted in the industry to promote the improvement of the channel design,selection and operation management level of China’s own brand cars,and provide more satisfied products and more convenient services for consumers.