Study On Marketing Channel Management Base On Lean Marketing In Automotive Enterprises

Along with the rapid development of the automobile industry and the wave of the international manufacturing, automobile enterprises of China are facing with the unprecedented challenges today. At the meantime, as the increase of the car models, the automobile Products are strongly tending towards assimilation in quality and brand, and the automobile sales market is transforming from the selling party market into the buyer market, Being the important constitution of the marketing, the automobile distribution channel is increasingly attracting the attention of the manufacturers. The traditional channel can't meet what the customer customized's needs, under the background of such a market, only the channel can bring the difference competition advantage to automaker and distributor. That is the so-called"obtaining the channel, winning the market".Because of the above-mentioned reasons, I choose the car marketing channel mode problem to discuss, the purpose is helpful in view of planning, transformation of the channel and improving to automaker and distributor. In addition, this selected title intergrates with practice closely, link the present market focus closely, have stronger pertinence and practicality.In this paper, the author discusses the development of the car marketing channel in China and the three popular models of car marketing channel, comparing with the typical models in the west developed countries after analyzing each characteristics, the author points out the main problems in the car marketing channels in China is that 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. The author indicates that it is very important to establish the purpose and principles in the beginning to solve the problem and make the right design decision. It is also necessary to proceed science management beyond establishing the strategy for marketing channel model.Finally the paper launches analysis to SGMW automobile marketing channels integration, which can be corroboration for this research.