Research On The Management Of Distribution Channels Of AD Auto Dealers

AD Car Brand is one of the world's top luxury brands,which has long occupied the top spot in China's premium luxury car market for the past 20 years.However,during the process of high-speed development in the past,many dealers of AD Car Brand have accumulated a lot of problems in distribution channel management.The in-depth analysis and improvement of these problems is an important factor to ensure the sustainable development of the dealers.Meanwhile,it provides some reference for other dealers.Based on the above considerations,this paper conducts the research on distribution channel management of AD Car Brand dealers.The AD Car Brand sales,service and development of the dealers in the Chinese market was reviewed and the present situation of AD Car Brand dealers' distribution channel management was analyzed first,and based on which,the problems that exist in the marketing channel management was pointed out.These problems are mainly manifested in the form of single sales channels,conservative strategy of channel selection,insufficient channel incentive policy,imperfect system of customer satisfaction big customer,etc.Focused on solving these problems,this paper analyzes the causes of these problems and will provide some basis for the improvement of the future distribution channel management strategy of the AD Car Brand dealers.Then through the analysis of the external and internal environment of the AD Car Brand dealers and use the SWOT analysis method,the improvement of AD Car Brand dealers sales channel management strategy was put forward.The redesign of distribution channel should be taken to promote the competitiveness of the dealers;motivate channel members;strengthen the distribution channel conflict management;relationship management strategy of channel maintenance;measures to improve big customers business of strong profitability.The implementation of distribution channel strategy requires the transformation of dealer channel marketing concept,continuous improvement of management functions,and continuous optimization of system,process and standards.Only in this way can the effective implementation of the strategy be improved,and the AD Car Brand dealers be supported to stay ahead in the future competition.Finally,a summary of this thesis was made and the shortcomings were explained.It is hoped that through this study,the AD Car Brand dealers can continue to maintain a strong distribution channel management capabilities in the future,and continue to maintain a leading position in the industry.At the same time,this paper also provides relevant marketing channel management for other automobile brands' deals,especially for the sales management of luxury cars.