The Research On Marketing Channels Integration Of Automotive Enterprises In Our Country

China's auto market has been developing rapidly ever since several years ago. As foreign automotive manufacturers' entry to our market, our auto industry has been greatly improved in the fields of production, sales and services. China has now grown into an important emerging auto market throughout the world. However, due to the short history of our automotive marketing activities, we still have some problems in sales and building marketing channels. The auto makers compete with each other fiercely only with primitive measures; the lack of cooperation between channel members has hampered the further development of auto enterprises. Theoretical study of marketing channels has more than 90 years of history, but our automotive marketing practice hasn't received full guidance of the theory.European and American automobile manufacturers have implemented a number of successful marketing channels integration practices since last century, which can be a good reference for us. This article also introduces the mainstream channel models of our auto market, and analyzes the existing problems and their causes. On the basis of theoretical analysis and foreign experience, it specifies the direction of our auto marketing channels integration.Under the guidance of consumer demand-oriented, protecting the interests of dealers, and upgrading the comprehensive strength of itself, the auto makers get started from studying the channel environment, and integrate both the management and the channel members. Automobile companies focus on improving the capacity of the dealers, reasonable distribution of sales outlets, and efficient information platform, the harmonious relationship between members can be achieved at last. And marketing channels can be deemed as their core competence, which is the goal of channel integration. At the same time, this paper also offers evaluation indicators, including non-quantitative and quantitative indicators, in particular, points out the importance of channel members' satisfaction.Finally the paper launches analysis to Chery automobile marketing channels integration, which can be corroboration for this research.