Marketing Channel Strategy Of Faw Toyota Motor Sales Co., Ltd.

Nowadays, the profile of auto corporation little by little becomes small, and the competition becomes drastic. The company should find an effective competitive advantage to succeed in the competition. Marketing channel can be a long competitive advantage through establishing an good cycle of customer. So more and more people pay attention to channel while the price and sales promotion abate quickly. There are lots of problems in FAW Toyota Motor Sales Co., Ltd.. So it is very importment to study the marketing channel of FTMS.Firstly, this article summarizes the study results of marketing channel strategy, introduces the main model of domestic and foreign car marketing channel, and points out the theoretical basis of this article.Secondly, this article analyses the exotic environment of FTMS. It analyses the macro environment from economy, policy, and technology, the development and characteristic of home car market, the car market customers'characteristic of demand and factors that affects customers, the whole competitive situation of home car market, and the influence of exotic environment to marketing channel strategy of FTMS.Then this article analyses the present situation of interior marketing channel in FTMS. It introduces the general situation of FAW, Toyota Motor Corporation, and FTMS, and the level of organization in FTMS. It analyses the present situation of company's marketing channel from distributor, region controller, and region dealer league. It also analyses the problems that exist in company's marketing channel.Finally, this article constitutes the marketing channel strategy of FTMS. It includes improvements in many aspect,such as improvements of present marketing channel's model, improvements of distributor's management system, improvements of region controller's job task, improvements of region dealer league's level of organization and system, and the strategy of electronic business channel.