Study On FAW-WW Distribution Channel Construction And Management Improvement

With the rapid development of economy, our country has become the world’s largest carproducer and consumer. Since2011, China’s auto market growth over outbreak, but from2011to2020(expected), China’s auto market will remain steady growth of10%.Main brandsare in world see China as strategic market or major market, with carmakers capacityexpansion, the expansion of sales channels, competition of automobile industry will becrueler.On the other hand, as the change of policies and regulations, auto makers will graduallylose their strong position to the dealer’s.Therefore, as the change of customer demand, the change of channel and perfectinglaws and regulations, the management to dealers will be more difficult than before. Cardealers will continue to increase and change. All the auto makers need to adjust according tomarket and regulations.Automobile marketing channel plays an important role in whole sales system,it is the keywork of marketing system, establishment one distribution system conforms to China’snational conditions and adapted to enterprise strategic is an urgent to all manufactures. Thispaper takes distribution construction and management as research object, aiming atfaw-Volkswagen auto co., LTD., it is search from theory and practice two aspects to discusseshow to design distribution channel: what kind of channels we should chose, how to buildchannels, how to effectively manage the channel. This paper analyzes the channels, patterns,and the development of management both at home and abroad, combing current laws andregulations influence on vehicle manufacturer, also ananlyzes faw-Volkswagen channelmanagement practices, according to thorough analysis of faw-Volkswagen channel mode,characteristic and channel construction strategy and daily operation management methods,found existing problems. Finally, considering changes of laws and regulations, proposed alegal, basic behavior and positions of OEMs,have searched for an optimal strategy ofmanagement for OEMs.In combination with the definition and characteristic of channel,channel mode of the basic theory, this paper put forward the self-built channels andauthorization dealer combination mode, at the same time, puts forward the channeldevelopment strategy in line with the actual faw-Volkswagen. Finally, based on the theory ofchannel power management, put forward the relationship of automobile OEMs and downstream channel (dealer) in the new market environment should be strategic partnerrelationship, and design the channel evaluation standard for the vehicle manufacturer basedon daily management, thus to improve the management of faw-Volkswagen and for the sameprovides a certain reference significance to other OEMs.