The Strategic Research Of Auto Part Marketing Channel Flattening Upon Customer Delivered Value

Along with the environment and competition change of the auto part industry, the innovation of the marketing channel has become the more effective way to increase market share and achieve competitive advantage. The traditional channel model which was multi-level agent has appeared drawbacks, and hindered the development of marketing channels. And the current channel members with maximizing benefit and different behavior always make customers dissatisfaction. Under the customer-oriented marketing, it has important practical significance for auto parts companies to carry on channels flattening under the customer delivered value relevant theories' guidance.This study first describes the background of researching for Auto part players marketing channel mode as well as meaning and purpose. Secondly, to review and summarize the theories including customer value, customer delivered value and marketing channels flattening theories. Thirdly, to analysis auto industry and its customer delivered value, combined with information collection, collation and application, assessing auto parts customer satisfaction. Fourthly, to introduce the auto parts flattening processes and design proposal to make specific marketing channels build in accordance with the principle of auto parts marketing channel mode transform. Fifthly, to introduce the customer delivered value to auto parts flattening channel management system, develop channel through driving channel members, terminal management, logistics management and information technology management. Sixthly, to take MC company as an example, combined with data collection, field research, we design the flat channel strategy solutions based on customer delivered value.In this study, a comprehensive analysis of the literature, case analysis and investigation combination are adopted, combined with customer delivered value and marketing channels flat design, proposed the targeted and corresponding implementation strategy. Currently, research on the auto parts marketing channels is quite little, how to deeper customer delivered value theory and application of marketing channel theory in auto industry will be the future need.