The Research Of Marketing Channel Innovation About Chinese Automobile Profession

Since the reform and opening up, for national industrial policy and the increase of social consumption power, there are great development of the automobile industry in China .Automotive industry has become new highlight in promoting growth of the social economic. Until the end of 2008, the automobile industry has become China's second largest consumer industry, second only to the real estate industry. However,with increased competition and the imbalances between supply and demand, from the year 2004, the automobile market has begun to shift from a seller's market to a buyer's market. Booming production and sales situation in the past has gone forever. In addition, in 2008, since the international financial crisis which is caused by the sub-prime crisis of the United States has spread rapidly, the domestic auto industry has been affected and grows slower. Even experts have predicted that by 2009 the automotive industry will be negative growth. Oversupply of the automotive industry has become obvious increasingly.Since China's access to the WTO, because of market liberalization and policy guidance, many foreign automobile giants have entered China. Intensifying competition makes automotive products homogenized and consumer demand diversified. Traditional marketing channels can no longer meet the customer's diversification, differentiation, customization needs. The automobile policies of the countryside as well as plans to revitalize the automobile industry of the State Council bring new opportunities and challenges to the development of the automotive industry.The questions that how to make use of national policy to seize market advantage, how to control channel resources, become the imminent question of automobile manufacturers. For these reasons, in order to assist automobile manufacturers looking for the direction of channel development, better planning channels, formulating marketing strategies, I select the mode of automobile marketing channels for analysis and research. In this paper, first of all, through analyzing the importance of the channels building and innovation, I put forward questions directly, and then analyze and solve problems. Secondly, by analyzing the history, the environment, the status of the development of domestic and foreign automobiles, we focus on analyzing and demonstrating the pros and cons of automobile marketing channels at present in our county, and discuss the "Cooperation" Joint-stock 4S shop marketing model innovation of SINOTRUCK.Finally, according to the above theory and analysis on the environment, through the empirical method, theoretical analysis and data support, we identify the elements of the car marketing channels and analyze the interaction and relationships between them .Through a series of evidence and analysis ,taking SINOTRUCK as a reference to identify the innovation of the Automotive marketing channels, and then provide a reference for automotive manufacturers and distributors about marketing channel innovations.