Chery Company Multi-brand Strategy Of Marketing Channel Construction

Since21century, the domestic automobile market sales continue to increase, the huge marketdemand and good economic development attracts many international auto giants and domestic all kinds ofcapital inflow, cars have brought considerable social and economic benefits and promote the developmentof related industries, automobile in our country has become the pillar of national economic development.As China’s independent brand of car companies-chery benchmarking, after14years of hard efforts,has passed the west takes decades to walked through the process. Chery automobile has now developedinto has868sales service4s store, covered except Hong Kong and Macao region of the national market,become one of the nation’s largest automobile production and sales enterprises.But many problems:’, jiaqi network development is not very ideal, partially net dealer disconnections andeven chery in the network have dealer network back, therefore, the marketing strategy theory is applied tothe enterprise marketing strategy formulation and research with the present stage is closely related to theactual operating conditions, practical promoting role and significance.Paper first from the current marketing situation, marketing environment, organizational structure, productservice strategy, marketing tactics and performance analysis of chery automobile development presentsituation, points out its unreasonable problems in the aspect of marketing channels, using PEST model andfive analysis methods to analyze the macro environment and industry environment to chery automobile;And then combined with the market marketing4p theory, from product, price, channel, promotion fouraspects put forward the optimization strategy of marketing channel; Finally, put forward how to carry outmulti-brand strategy of marketing channel construction and form a positive enterprise culture, etc,safeguards.Through the analysis of chery automobile marketing channel and practice, put forward more suitablefor national brand marketing demand characteristics and the actual situation of the development strategy,the multi-brand strategy of marketing channel construction to provide certain guiding role.