Pirelli Truck Tire Marketing Channels Change Research

With the rapid and stable development of China economy, the market demand of truck tires, as the road transportation easily worn-articles, expands fast. The world well-known tire manufacturers came to China market which is rising and full of business opportunities for competition. Meanwhile, China has established market economy system, competition of marketing channel has become the significant challenge that truck tire companies face. And how to optimize and change the channel in order to meet the changing market demand and product evolution is the hot topic that truck tire companies are discussing.As a new comer to China market, Pirelli created a special channel model and succeeded in only two years due to stable and high-efficiency channel management system although the market was dramatically competitive. However, looking for future market evolution and industry trend, it still needs to be improved and enhanced in order to win in continuously changing market environment.This thesis starts from introduction of world-wide tire industry development and Pirelli channel management currently, then analyses from industry competition, macro-economy, consumption structure and change of market demand to find out necessity and feasibility of channel innovation. When it comes to new channel model design, the author takes service and technical support, green marketing and complements channel cooperation into new channel model. Based on previous study, the author researches product management, channel incentives, channel pricing, channel conflict and channel information management which take Pirelli as an example so as to contribute to truck tire as well as truck spare parts channel management and innovation for reference.