Research On Marketing Channel Management Of Wuling Motor Company

As the bridge between manufacturers and customers, Marketing channel should not only help to transfer the product's right but also exploit the market and serve the customer well. A powerfull marketing channel is the core competition of manufacturers and the manufacturer's important resource which is very difficult to copy. The function and efficiency of marketing channel is decided by the manufacturer's management of marketing channel. The papers do some research on the theory and real example how to manage the marketing channel more effectively by using the monopoly and game theory, taking the Wuling motor company as example.Firstly, the papers discuss some background about the recent motor industry and introduce the research object of the papers. Secondly, the marketing channel theory was analysed. Thirdly, the current situation and development about the marketing channel of China motor industry was introduced. fourthly, the papers do some research on the management of Wuling motor company's marketing channel, such as the lean marketing management, the model for Wuling motor company's marketing, the three-parts financial theory for dealers and the tactics on building up the distribution channel in the county. Finally, some theory and real examples on regional dealers'management based on dealers'conflict was analysed. The research on the management of marketing channel, taking the Wuling motor company as example, can give some reference to the real practice of some motor corporations.