Research On The Optimization Of Marketing Channel Model For Car 4S Shop

On the contrary,it will affect the inventory turns of dealers directly,that will put great pressure on manufacturers and 4S shop dealers.With the increasing of the brand car,the innovation of technology,the improvement of cost-effective,the marketing competition among brand car has become more intense.Brand automobile manufacturers and the sustainable development of marketing channel has become difficult increasingly.Therefore,channel construction plays a most important role in car sales process.Marketing channel is the lifeline of car sales,the lifeblood of the brand,the key of brand operation.At the same time,marketing channel is the battlefield of weed out among Chinese brands.In the face of fierce competition among the industry brand,the development of marketing channel,in line with the local automobile 4S shop and chang'an car series,is one of the primary role of chang'an automobile company.The technology gap between the domestic car brands and joint venture brand car is narrowing.Recognition degree of domestic car brands is higher and higher.In the choice of car brand,most customers prefer the designment of exterior and interior of the vehicle and comfort level.This requires manufacturers could meet customers personalized needs of different aspects in many ways,multi-stages,multi-levels.Marketing channel plays an important platform to reduce automobile marketing costs,to increase sales,to attract customers,to provide customers personalized needs and information feedback.Therefore,the research of marketing channel and effective management is the most important thing of 4S shop dealers.On the base of auto channel mode in western countries,the paper analyzes the channel model,system and incentive policies of chang'an car.The first part of paper,combined with the domestic and foreign automobile marketing channel development,elaborates the foreign auto marketing channel mode,the type of domestic marketing channels.From the perspective of overall,the paper analyzes comprehensively the main mode of automobile marketing channel,the existing problems and future trend of 4S shops in the direction of development.The paper analyzes the marketing channel mode selection and optimization of inevitability ulteriorly,focus on the selcetion of channel mode,opportunity and solution.The paper give the suggestion of seek truth from facts in combination with the Internet.The second part of the paper describes the advantages and disadvantages of the evaluation and incentive system to the channel of dealers of chang'an car,sets up the principle of evaluation and incentive system,policies and influence factors.Through the whole process of comprehensive evaluation on the channel dealers,motivate index and evaluation index are replaned,the evaluation of the key indicators is strengthened.The paper aims to analyze chang'an car 4S shop channel lively,design the corresponding channel model scientifically,and analyze significant channel evaluation and incentive policy,in order to improve the chang'an car customer loyalty and reduce the cost of sales,increase market reflects speed,transmit information more effectively,etc,sound the development of channel mode maturely.