| Distribution channel is core and soul of marketing system. Setting up a scientific distribution channel is a key to prop up the marketing system to operate efficiently. Integrating with car industry of our country and the actual circumstance of the car market, investigating the connection with international business customary practice as well as matching the business marketing channel fitting for the state situation of the car enterprises is not only important but also very urgent. Chery Automobile in 2005 as a domestic-brand gained rapid development, so the analysis of its causes and its successful distribution model studies will be necessaryThis study analyzed the distribution channel of Chery Automobile through the use of the basic theory of distribution channel, and elaborated the management strategy for distribution channel in Chery. Finally, the brand channel strategy was put forward for the improvement of channel.The methods of this study mainly use theoretical analysis and case analysis to solve business problems of automobile distribution channels. The first is to collect and study theoretical knowledge of distribution channels. Secondly, I adopt the original and second-hand materials to analyze the situation and enterprise distribution channels. Third, I propose the solution of channel program.There are two characteristics in this study as following : on the one hand, most materials of the case are from Chery Automobile, which is new, detailed and real. Qn the other hand, the study analyzed the distribution channel of Chery combined theory with practice, which is different from the others. |
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