Research On Channel Management Strategy Of Special Purpose Modified Vehicle

Channel competition is the key of the automobile manufacturers' competitiveness in the future. The process is largely relies on the successful implement of automobile manufacturers marketing channel management strategy. Most literatures as to automotive marketing channels, focused on the passenger and commercial cars of automobile brands. Yet few studies in this field have been found in the special modified car industry. Our special purpose vehicle industry has now entered a period of rapid development, with its products covering many areas of the national economy, which means a strong industrial association. With the construction of highway construction, urban development, changes of energy consumption structure, key projects, the special passenger vehicle such as business travel car, school bus, ambulance, etc. are facing a broad market. However, research with regard to special vehicle marketing channel management is still in the exploratory stage. It has important practical significance for special purpose vehicle to carry on marketing channels management under the relevant theories'guidance. And company may create a competitive advantage, which meet consumer demand in modern life, ultimately to promote the development of the automotive industry.This study first describes the background to launch special modified car channel management research background and significance. Research on the status of automotive marketing channel at domestic and foreign is reviewed. Secondly, on the basis of the theories including marketing channels and channel management in this study are summarized, which most focus on the channel structure theory, channel behavior theory and channel relations theory. And channel selection, channel evaluation, channel incentives and channel control are all concluded. These lay a theoretical foundation for future research. Third, our paper spread up an environment PEST analysis about special vehicle industry, basing on the introduction of Fujian Lan Hai Special Purpose Vehicle Company case studies of actual cases. We collected data, developed field research, and summarized the problems and deficiencies referring to Lan Hai Special Purpose Vehicle Company channel management system. Fourth, according to analyzing the optimization principles for Lan Hai Special Purpose Vehicle Company channel management we put forward some targeted channel management optimization program. Fifth, based on the above, we proposed that the company may improve channel management system through improving dealer incentives, dealer evaluation system perfection and channel operations management.In, this study, a comprehensive analysis of the literature, case analysis and investigation combination are adopted, which in-depth analyzed the status of the special purpose industry and the importance of vehicle marketing channel management. We propose a targeted marketing channel management strategy about special purpose vehicle. However, it is not a simple task, but rather a matter of marketing, management, economic and other aspects of basic knowledge of the huge issue. There is no best practice mode to conduct marketing channel management for special purpose vehicle. How to apply vehicle marketing channel theory in the special purpose industry more deeply will be the further study direction.