Chery Automobile Marketing Channel Design

Marketing channel is manufacturer survival and development of thelifeblood of the highly competitive automotive market reality and the factors affecting the development trend of marketing channels to enable marketing channels is undergoing profound changes, channels are sound and whether the smooth flow of a direct impact on the enterprise's survival and development. Facing increasingly fierce market competition, continues to deliver high-quality products, we should also have high-quality marketing channels, improve the quality of sales and service channels to protect the car to the rapid development of enterprises in the future marketing strategy works.This paper is divided into three parts. The first part describes topics of this background, research significance, research themes and the structure of this organization and research methods, and introduced the general theory of marketing channels and automotive marketing channel theory, the theory of automotive marketing channels that exist in a different view. Chery Automobile, the second part of the analysis of the development process and the current marketing channels exist in the core of the problem, while domestic and foreign auto companies through the analysis of marketing channels to understand the various car companies of various periods in the development of marketing channels used for the form and its effects learn from experience. The third part from Chery development objectives and development of marketing channels principled perspective of the Chery Automobile marketing channel design ideas proposed sub-regional chain of channel branding program model and design of this channel to conduct business-benefit analysis and adaptive analysis of. Concluded the article describes the development trend of future automotive marketing channel analysis, and Chery Automobile marketing channel program with the problems that may occur changes in the market and proposed future changes in response to the proposal.