| In China, the automotive industry is one of the important pillar industries. Theautomotive industry has invested high output scale increments industry related degree, hightechnology, the economy strong impetus to the characteristics of typical capital-intensive andtechnology-intensive industries, sustained and steady growth of China’s economic importantrole. On the road of integration with the international automotive industry, marketing modeselection and building sales channels is a key link in the success or failure of the business. Atpresent, China’s automobile manufacturing enterprises in terms of marketing strategyselection and sales channels, there are many problems, such as a single product line, weakanti-risk capability, and high transaction costs caused by the multi-level sales channels andother issues. Only handle marketing models and sales channels, China’s automobile industrychain will be stronger.Zhengzhou Nissan Automobile Co., Ltd. was established in March1993, is aSino-Japanese joint venture vehicle manufacturers. In October2004, Dongfeng Motor Co.,Ltd. reorganization Zhengzhou Nissan, equity restructuring has51%of the shares ofDongfeng Motor Co., Ltd., Dongfeng Motor Co., Ltd. owns28.651%of the shares, theJapanese Nissan Motor Co., Ltd. owns20.349%of the shares of the company The registeredcapital of1.29billion yuan. Corporate positioning Dongfeng Nissan dual-branded lightcommercial vehicles (LCV) the main base for the development of the product, that iscommitted to the professional the Dongfeng brand of high-class pickup trucks, SUV andMPV its extended commodity career development, and at the same time as the Nissan brandthe LCV merchandise line in China the main person in charge of the career.In this paper, Zhengzhou Nissan Automobile Co., Ltd., Zhengzhou Nissan AutomobileCo., Ltd. as the research object the double brand marketing models and sales channels tobuild two aspects were systematically discussed. ZNA "dual brand" refers to the Nissanbrand and Dongfeng brand. With the Nissan brand, Zhengzhou Nissan to enhance the brand image, but also has the vision and resources of the international car culture; Dongfeng brand,Zhengzhou Nissan to build national brands with advanced technical content. The ZNA selectdual-brand marketing model, insist on walking on two legs, and the coordination of the twobrands coexist development, a good complementary. This differentiation Heli addition toreflecting the outside of the product strength, business management, and sales network,Zhengzhou Nissan also benefit. Therefore, the ability to resist risks ZNA is stronger, richerproduct line, consumer groups are also wider. With the unique advantage of the dual-brand,Zhengzhou Nissan steadily forward in the increasingly competitive auto industry.ZNA take the flattened building principles in building sales channels, the country isdivided into ten regions are the Northeast, Southeast, Northwest, Southwest, Central China,East China, South Central, Southern, Northern, Central. Ten regional commitment to theregional vehicle sales, storage and transportation shunt, parts distribution, informationfeedback, support services, merchant training and evaluation, as well as market managementand norms function, Zhengzhou Nissan Automobile Co., Ltd. will sell shop around the incharge of the center. Channel construction, Zhengzhou Nissan both software and hardwarefacilities, efforts to enhance the dealer sales ability and professionalism of the sales staff,build customer databases at the same time, enhance the customer relationship management.In this paper, a systematic exposition of the research status and sales channels theory,first introduced the basic situation of Zhengzhou Nissan Automobile Co., Ltd., in theindustry statistics contrast, focus Zhengzhou Nissan Automobile Co., Ltd. sales businesssituation and existing problems, followed by ZNA dual-brand marketing mode clientdevelopment strategy, resource integration methods are comprehensive, systematicexposition building programs based on a dual-brand marketing sales channel mode.Including the content of the channel level and regional distribution outlets choose to buildstores standard, channel management and job responsibilities. Finally Effect for ZhengzhouNissan Automobile Co., Ltd. sales channels to summarize and provide some usefulsuggestions. Research methods, this paper mainly adopts the method of combiningtheoretical research and practical research, based on the theory of distribution channels,through the interpretation of the concept of sales channels and design elaborate, analyze the characteristics and advantages derived Zhengzhou Nissan the double brand marketing modebuilding sales channels in the dual-brand marketing mode and practice through casedescription. Research methods used in the article is mainly theoretical research and empiricalresearch combining theoretical knowledge in marketing, management, etc., on the basis ofguidance, combined with the actual situation of ZNA development, the use of the scientificmethod to mining the ZNA development process the problems, and this dual brandmarketing model solutions.Choose suits the needs of dual-brand marketing mode is part of the ZNA sales strategy,under the influence of the Diaoyu Islands and other events, the Nissan brand sales were moreserious in this case, the dual-brand strategy highlights its advantages, but also enhances thethe ZNA risk of resistance. In the dual-brand marketing mode, established10sales regionsacross the country, the layout after comprehensive consideration according to the degree ofeconomic development of different regions, the depth of market development, consumerpreferences and other factors. Zhengzhou Nissan’s successful experience in marketingmodels and sales channels worth learning. |
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