Truck / Bus Radial Tire Channel Strategy Research

In the past twenty years, China's economy has developed quickly with the economic reforms and China tire industry develops with the increasing transportation industry. At the same time, the sales network of every tire manufactures has been increasing quickly with the increasing production quantity and sales quantity. Lot of problems arose in the marketing channel. These problems become the seriously barriers to the healthy development of tire industry. More and more domestic tire enterprises find the important role of marketing channel and they want to gain competing advantage by an well-organized marketing channel. As the sale representative of Michelin Shenyang Tire Co., Ltd., the writer has researched the Truck/Bus tire market of Gansu province about the tire business, competing situation and exiting marketing channelAccording to the detail research, the writer finds that there is lot of vertical and horizontal conflicts in the Truck/Bus tire marketing channel. In order to prevent the marketing conflicts, the marketing channel policies of Truck/Bus tire should be as follows:1. The tire enterprise should use the administered vertical marketing system.2. The selective distribution is the basic coverage policy for the tire market and the exclusive distribution should be the assistant.3.The strict selection for the wholesaler and dealer is needed.4. The manufacture should use price maintenance to protect the profit of the reseller. 5.The exclusive dealing will help the brand to lessen the inter-brand competition.6.The manufacture should control the marketing channel to prevent the marketing conflict.With my research findings about the marketing channel strategies, I wish to contribute my bit to the tire enterprises in building and organizing healthier marketing channels and gaining more competitive advantage.