A Study On Establishing And Managing Motor Distribution Channel Of Dong Feng Motor Company

This paper discuss a strategic subject how to construct and manage a perfect marketing channel effectively from theory and real example, taking the Dongfeng Motor Corporation, one of the first three motor manufacturers in our country, as example. This paper has a reality and directive significance from content to conception.This paper studies the Dongfeng Motor Corporation's marketing channel from four aspects, and makes valuable conclusions and suggestions on the policy.The first part mainly studies about the marketing channel theory. Firstly, analyzes and defines the concept of marketing channel and point out the importance of channel construction in the production and marketing activity. Secondly, discusses how to make good policies in the marketing channel from four major aspect, manufacturers' marketing method and choosing, marketing channel frame, controlling and function of marketing channel; Thirdly, points out marketing channel construction and management should start from market region planning, channel member choosing, channel achievement assessment and channel ability assistance, and establish the system of corresponding indexes, which makes the channel construction and management be more standard and scientific.The second part focuses on the introduction and analyzing the development and current situation of Dongfeng Motor Corporation's marketing channel. The writer analyze the background and development of Dongfeng Motor Corporation's marketing channel with vivid and full information, estimates marketing channel frame and members in it now, points out limitations in the decisions of existing marketing channel and existing problems of marketing channel construction and management, introduces some actions of Dongfeng Motor Corporation at present.The third part, the main body, puts forward overall idea and frame in the integration and construction of, Dongfeng Motor Corporation's marketing channel, on the basis of consulting the document about the marketing channel and combining his own experiences engaged in selling for many years in Dongfeng Motor Corporation. Overall idea and frame can be summarized as: (1) Optimize channel's policy and promote the system's merging. For making this strategy come true, the writer propose the basicprinciple "plan in unison, classify managing; unify standard, design according to need; unify conception, bring in tmely"; (2)Set up the two poles frame mainly on area "flagship" shop, form the regional operation system; (3)Regard franchise operation as the organizational form of the channel , upgrade the management mode and set up interests community; (4)Construct the structure channel system as rely mainly on commercial car, many brand join or share.At the meantime , under the overall frame of construction of Dongfeng Motor Corporation marketing channel , the writer put forward his own view on self-building and management of marketing team, its core is that" people" is most basic factor in the marketing activity, marketing team is the main parts of marketing channel's construction and promotion the ability of marketing team is the key construction of channel. Only that arousing the enthusiasm of people and improving the quality of the marketing team constantly could construct the perfect marketing channel and make contribution for the development of enterprises.The last part is the looking back and the outlook of this paper. This part points out some contents that should be deeply discussed in theoretical research and practical application.