Research Of BYD Automobile Marketing Channel Management

BYD Auto Sales Co., Ltd. was founded in 2003, is a subsidiary of BYD shares. For automobile production qualification,2003 acquisition of Shaanxi Qinchuan Automobile Co., Ltd., founded BYD Auto, officially entered the field of automobile manufacturing and marketing, has embarked on a journey to the establishment and development of the national independent brand automobile.2006-2009 years, from an early into the car production and sales of enterprises in the field has become an independent brand leader, sales, profits are in the top.2006-2009 in the period of the car market capacity by 7210000 to 13640000, an increase of 89%, BYD's sales volume increased by 60116 to 445097, an increase of 640%, an increase of 7 times more than the industry average, and in 2011 to 2014 years, the car market continues to maintain the growth of nearly two digits, BYD's sales volume is very small, and even fell. The same enterprise, in different stages of development, has shown a different development trend, which has received what the impact of the internal factors.Under this background. Firstly, this paper analyzes the BYD Auto sales, company profiles, historical period in which the macro environment and facing competition in the industry environment, through to the core case review, comparison of the development of the industry data, discover a problem, from the theoretical basis of marketing channel management make this reasoning and judgment, found among in behavior subject, execution time and the execution steps, industry profit chain, partners and other multi-level and multi angle step by step, analyzes the phenomenon and contradictions that appear in the channel management of the ChinaAutomotive industry since 2000 flourish, led to the Guangzhou Honda 4S shop model is the rapid rise, and in various brands of rapid imitation upgrade, from first tier cities to the capital city, has even coverage to 34 lines city and county-level market, improve the network coverage, greatly convenient consumer buying behavior, at the same time, full competition between brands, brands within the excessive competition, the has continued for more than a decade of channel mode under increasing challenge. BYD this case analysis, for the plight of the management of channel brand currently being experienced, with reference; under the new market situation, gap of the host plant and terminal market sales, channel density of overload, escalating operating costs caused by the breakeven point of equilibrium shift, Internet e-commerce has brought a channel change impact on the traditional channels will continue to lead the new contradictions and problems, whether active or passive innovation, marketing channel mode will keep pace with the times change, to adapt to the demand of the development of the market. In this paper, the regional market channel management case of BYD auto sales company during the period of 2006-2010 was studied, which represents the understanding and exploration of the specific time and regional market.