Research On Marketing Channel Strategy Of W Motors Company

In recent years, the growth trend of China’s auto market gradually from explosive to steady. Market competition among car brands is fierce. It has been very difficult for traditional price and product to get to work. Sales channels and brand transfer has been the focus of the competition of automobile market. Especially the low efficiency of channel has become the main factor restricting car makers to stay ahead of the competition ability.W automobile company is the largest manufacturing enterprise of SUVs and pick-up trucks. W motors has achieved great achievement through twenty years of development. But in the new market environment, W motors is facing competition as severe as other enterprises. Because its brand image and customer satisfaction need time accumulation and precipitation, how to improve the efficiency of the current marketing channels and its overall competitive ability has become the core of the company.I choose W car company as the research object in this paper. First of all, I analyzed the present situation of automobile industry channels. Secondly, I researched W motors using modern marketing theory and enterprise competitiveness theory. W motor company marketing channels exist the following problems.(1) Authorized dealer of declining brand loyalty,(2) Marketing channel overall profitability is low,(3) Franchised dealer management level is uneven,(4) A single channel development mode,(5) Logistics management level needs to be strengthened.In combination with the practical situation of W motors, I put forward the following solutions to improve the efficiency of existing network channels and W automobile company’s overall competitiveness.(1) Gradually build auto electronic commerce channels to enhance the brand loyalty and profitability,(2) Improve the channel overall quality evaluation so as to optimize the existing channels,(3) Makes flattening marketing channel to realize wider coverage of end;(4) Optimize logistics management and channel inventory management to improve the efficiency of dealers and terminal customer satisfaction.