Shanghai Volkswagen Skoda Brand Marketing Network Research

In this paper, the Skoda's marketing network of Shanghai Volkswagen Automotive Co., Ltd. is studied mainly. We research and analysis the problems that the automobile marketing channels currently is facing and preliminary discussed the channel model of the future of China's automotive market.First of all, we research the current condition of Skoda's marketing network and present several problems that we should pay attention. Then, from the external and internal environment, we give a comprehensive analysis to the Skoda's sales channels.Because in China's auto market the main brands are facing similar issues about the marketing channels, we enlarge our vision to the whole auto marketing channels based on Skoda's marketing network. After analyze the current situation of China's auto sales channels, we suggest that we need to change the channel model and designed a more optimal model of auto marketing channels.The theory must be combined with actual needs. Therefore, in the final of this paper, we return to the Skoda's marketing network. Using the ideal channel model, we will re-engineer the Skoda's marketing network and put forward some advices to improve its management.