Research On Channel Management Strategy Improvement Of Zhongteng Automobile Sales Co.Ltd.

Over the past decade,China’s automobile market has slowed down significantly after continuous high growth.In 2018,the trend of decline is obvious.Various manufacturers have different degrees of vehicle unsalability,forming a new inventory vehicle market.Zhongteng Automobile Sales Co.,Ltd.mainly sells inventory vehicles,accounting for more than 90% of the company’s turnover.As the company’s main inventory vehicle,although it has advantages over the price of the same type of vehicle,it does not have the direct authorization of manufacturers and the corresponding after-sales service guarantee.It is precisely because of this special commodity,Zhongteng Automobile Sales Co.,Ltd.is different from other automobile sales enterprises in commodity circulation,upstream and downstream channels and even consumer groups.At present,there is no relevant regulatory body in the inventory vehicle market.Many inventory vehicle sales enterprises actually mix a large number of damaged vehicles and exhibition hall vehicles.At the same time,the manufacturer’s sales of inventory vehicles are still in the grey zone,and the choice of lower dealers is too arbitrary.It is precisely because of the opacity and lack of standardization of the inventory vehicle market that the inventory vehicle sales enterprises are exploring the management of the inventory vehicle marketing channels.Starting with Zhongteng Automobile Sales Co.,Ltd.,this paper tries to find out the existing problems and causes of the company’s current inventory vehicle marketing channels,and finally puts forward improvement strategies and corresponding implementation and protection.This paper compares the domestic and foreign channel strategy research through the related theory and summary research of marketing channel,and at the same time,it has a detailed understanding of the development status of China’s automotive industry and inventory vehicle industry.Combining with the actual operation status of Zhongteng Automobile Sales Co.,Ltd.and its marketing channel status,it has targeted elimination of dealers and direct channels within enterprises,indirect channels.Three different groups of consumers conducted in-depth interviews with emphasis.Finally,from the four perspectives of direct channel,indirect channel,network channel and upstream suppliers,the problems of Zhongteng Automobile Sales Co.,Ltd.are put forward,and their causes are analyzed one by one.At the end of this paper,combined with the current situation of inventory vehicle marketing channels and the characteristics of enterprises themselves,the improvement strategies are put forward from four angles: direct channel,indirect channel,network channel and upstream suppliers: establishing professional development team of marketing channels,improving consumer management system,strengthening consumer trust connection,forming Multi-Factor Pricing mechanism,improving management development system of lower distributors,and gradually opening up.Develop and improve the improvement strategy of the network sales platform,and establish a stable supply chain of inventory vehicles.At the same time,the corresponding strategy implementation and safeguard scheme are put forward.