Innovation Research Of The Channel Model In WM Automotive Group

After nearly a decade of rapid development, china’s auto market has now ranks the world’s first place. At the same time, the channel models of the auto market emerge in endlessly, and4s mode occupies the dominant position during this decade. However, with the change of the market situation, automobile channel mode is gradually changing.4s mode is facing the challenge of integrated channels.In this study, several common patterns of auto channel are first analyzed,using descriptive method to overview the background of the auto market and introduce4s mode and other modes’business condition. Through the analysis of present situation to find out the problems and future development trend, and it is urgent to innovate the channel model. Then the necessity of channel innovation of the WM company is continually studied. Using the global industrial chain analysis method, we carefully studied the critical success factors which channel mode innovation must consider, such as the rise of China’s auto market, the transfer trend of industry profit margins of car market, the policy changes of import and export market, the innovation thinking of business model, the future development of automobile industry and the rise of electronic commerce. The analysis of these channels innovation factors points out the direction of the channel mode innovation of WM auto, and lays the basis for a rational decision.Finally, after comprehensive analysis and research, the executive team of WM decided that the development strategic target of channel mode innovation is to build5s store, and the specific channel innovation practice measures include business planning, market planning and supporting function planning. In the business planning, we not only strengthen the original auto finance business, but also layout three business entities, such as the new car sales, second-hand car business, after-sale maintenance and accessories. As a result, company profit center is gradually shifted to the business entities. In the market planning, we should base on the central plains and radiate throughout the country. Specific marketing planning is the market penetration strategy of headquarters driving segment. That is to say,5S flagship store is built in Zhengzhou City. City hall and the repair shop throughout the city should be built. In function planning, we should perform group planning,5S flagship store in Zhengzhou should be as the group management headquarters and branch channels around the city are the branch. Headquarters and branch functions complement each other, form a community of interests. Planning measures in the above three levels strongly promote WM automotive to practice "Three-Five Plan".In this study, the automotive market mainstream channel models are rationally analyzed and researched. At the same time through a series of theoretical studies and the classic model introduction, made the conclusion that a clear bold5S integrated channel model innovation will follow the trend of the automotive market and bring great success to the WM Group.