Research On Marketing Channel Optimization Of Beiqi Foton Motor Company

At present,China’s auto industry manufacturing volume and car ownership has been ranked first in the world,Beiqi Futian company since its inception has established its own brand,its owns Auman,Lei Sa,Ou Hui,Omaha,And other ten well-known independent brands,to achieve independent innovation,the company’s development over the years leading the industry level,since its inception has sold more than five million cars,this figure is the other auto companies over the years can not be achieved.Although the sales performance is very impressive,but the company is constantly expanding domestic and foreign markets,improve marketing strategies,and constantly innovate the product to face the intensified market competition.Based on the theoretical research of automobile sales channels,this paper attempts to explore and analyze the marketing channels of the whole automobile sales industry and Beiqi Foton Auman brand,and combine the company’s current marketing situation and market environment to understand the marketing channels of Beiqi Futian Improvement,through the above hope to help enterprises to achieve long-term development and further enhance the core competitiveness of enterprises.This article has thoroughly explored the current marketing channel(Auman brand)of Beiqi Futian,and has learned some important problems in the marketing channel of the enterprise and given relevant suggestions,trying to solve the problems of many problems in the marketing channel,To optimize the marketing channels,but also for business marketing channels and strategies to contribute to the study.On the basis of reading the relevant information about the marketing channel and searching the theory and understanding the actual operation of the enterprise,this paper uses the professional PEST analysis model to analyze the market environment of the enterprise,and uses the SWOT analysis method The evaluation of the current business model of the enterprise and the corporate crisis,and taking into account the internal situation of the enterprise,so as to draw some specific and effective suggestions.In the specific research,the background and significance of the topic,the research method and the content of this paper are expounded.Some literatures about the marketing channels are described and the research theories of the marketing channels are sorted out.And then focus on the impact of domestic and foreign automobile industry marketing channels of some of the factors were analyzed,selected the Beiqi Futian company’s Auman brand,using the PEST analysis method and marketing channel SWOT matrix analysis of two methods,the enterprise problems and Long-term development has made effective recommendations.Finally,through the foreign excellent marketing channel theory and development model for reference,for the Foton’s Auman brand in the optimization of marketing channels on the proposed effective program,the main recommendations are:the use of the current advantages of the Internet to achieve car networking and increase online Marketing channels,to achieve the marketing model of innovation and management model optimization.