Study On Marketing Channel Of Automobiles Based On Supply Chain Management

By the development of years, Chinese automobile manufacturing have gain great achievement. But at the same time, the market share of the foreign automobile manufacturing is growing. Presently, because the production is serious keep long in stock, marketing channel is not smooth, the market status is becoming more and more serious.Presently, under the environment of WTO, there is no limit of time and space in the competition between complies. And under the environment of supply-chain, the competition has extended to the supply commodity, distributor, and retail of core enterprise, not only concern on the core enterprise. Just because of it, this thesis is based on marketing channel theory and the supply chain management theory, pays attention to the end of the chain- making channel. It studies the construction of marketing channel and management mode and gives the special suggestions in the last part. It will become an important way to the reform of Chinese automobile manufactory, and help toMaximum of customer value is the final object of all the marketing channels. Different complies will take different methods. As some researches have shown, there are the following effective methods to attend this aim, for example, making the channel wider and flatter, establishing the sales branch whose core is profit, changing the marketing into managing of commercial mode. Automobile manufactories are the leaders of the above channel, and they play the core effect in the channel. So, the effective management on the channel members and channel conflict is helpful for the sustaining competence of marketing channel. At the other hand, the electronic Web Environment Establishing provides the insurance of the satisfactory operation of marketing channel.After analyzing the development of automobile marketing channel in china and aboard, we can discover that, the foreign corporations pay more attention to the combing of the perfect among social, corporation and consumer. They also pay attention to serving marketing and the application of new technique. Under the circumstances of new market competition, the mode of former automobile marketing channel exist same problems, such as the short of control force in channel, often happening conflict and being short of supply chain management. Be aimed at these problems, the "star mode" based on the supply chain management will better solve these problems effetely.