Research On The Market Channel Sink Of Tianjin FAW

Channel has been the focus of the discussions of the modern marketing theorists and various marketing person, the definition of channel has also been the hot topic of various theorists. This article first reviewed the different definitions of channel and found that although the different definitions have different emphases, some of them emphasized to reflect the organizational structure of marketing channel, or some of them emphasized the transfer of ownership in the channel, but in essence they are the same, channels is the link to product delivery from the manufacturer to the consumer.The car as a special kind of durable consumer goods, auto marketing channels, it is bound to China's automobile industry development process. After reviewing the development process of automotive marketing channels in our country, the paper made the comprehensive analysis and comparison of several automobile marketing mode of the current advantages and disadvantages, described the 4S models problems and challenges, in-depth analysis of the current auto channel need to sink, and analyzed in the automotive business in the sinking process may encounter problems.In order to explore the process of auto channels penetration, this paper based on the exploratory research of Tianjin FAW in the three or four tie cities, further confirmed that the basic characteristics and car consumption demand in 3 and 4 tie cities are much more different with urban areas. At the same time, visits to local non-authorized dealers, this paper found that survival of those non-authorized dealers is still very difficult, but they are the really effective complement to the gap between the auto dealer network distribution and market demand in the 3 and 4 tie cities. Accordingly, how to promote rational and healthy development of marketing channels, the paper also provided valuable strategic proposals to manufacturers and authorized dealers.