Conflict And Management Of Chang'an Automobile Marketing Channel

In recent years,with the rapid development of China's automotive industry,Chang'an Automobile has built a relatively perfect automotive sales service network,with more than 720 4S stores,and the number of Chinese brand car dealers is the second.There are many experiences worth learning and learning from the industry.However,due to the continuous expansion of marketing channels,the scale of channels is getting larger and larger,the overall profit of dealers is not good,and channel conflicts are becoming more and more obvious.The research idea of this paper is to use the channel conflict theory,combined with the current situation of Chang'an automobile channel and its management system,analyze the manifestations of channel conflict of Chang'an automobile,and put forward the basic scheme of dealing with channel conflict of Chang'an automobile.This paper is divided into five chapters.The first chapter is the introduction,which mainly introduces the background,significance,research methods and research framework of this paper,and reviews the channel theory and channel conflict theory.The second chapter introduces the current situation of Chang'an automobile channel and its channel management system,which provides a factual basis for the analysis of the form and content of Chang'an automobile channel conflict.Chapter three introduces the forms of channel conflict of Chang'an automobile: vertical channel conflict and horizontal channel conflict.Vertical channel conflicts are manifested in six aspects: sales operation management,marketing promotion management,channel operation management,after-sales technical services and customer relationship management,human resources management,inventory financing risk and so on.Horizontal channel conflicts are manifested in: first,dealer cross-regional sales,which is commonly referred to as channeling goods;second,dealer low-price competition;third,dealer advertising and market activities,"free rider" behavior.Chapter four introduces the conflict management scheme of Chang'an automobile channel.Firstly,the goal of channel conflict management is defined,that is,to establish the win-win goal between Chang'an Automobile and dealers.According to the goal,two guiding principles for improvement are formulated,namely,focusing on customer satisfaction and continuous improvement.Under the guidance of these principles,targeted management measures are put forward,including improving the sales management ability of distributors,improving the channel operation ability of distributors,guiding distributors to carry out market promotion business,supervising distributors to do a good job in after-sales service,supporting distributors to do a good job in human resources management,controlling the risk of inventory financing of distributors,formulating perfect conflict management methods and communication.Specific strategies such as negotiation and early termination of the authorization contract.The fifth chapter is the conclusion and prospect...