Research And Diagnosis Report On Marketing Channel Of N Automotive Company

N automotive company is the earliest pickup joint venture enterprise in China,-ranking the top three in the domestic market share of pickup.The company always uses dealers as channel to sell vehicles during the development.With the market competition intensifying,the profit of dealers is declining,and the situation of dealer withdrawal occurs frequently.The relationship between the host plant and the dealer is becoming increasingly tense,and the company’s operating performance is also declining.In this context,this paper diagnoses the channel expansion and management problems of N automotive company and proposes the corresponding optimization scheme.Through the current channel investigation and marketing management interviews of N automotive company,it is found that there are a series of problems in the marketing channel of N automotive company:First,insufficient channel expansion,new dealers can’t meet expectations,and the channel development lacks scientific planning;Second,insufficient channel management,include sales target management,commercial policy implementation,dealer operation improvement,etc.;Third,insufficient of brand promotion,brand positioning is not clear,lack of marketing planning.These three problems restrict the promotion of product sales and brand image of N automobile company.Therefore,this paper puts forward the optimization scheme for the above problems:First,by improving the channel planning and developing system,provide scientific standards and systems for the "selection","use","education" and "retention" of dealers,and constantly improve the channel quality with the help of system optimization;Second,gradually establish the corresponding target management system and policy control through the use of scientific management methods and tools;Third,through clear brand positioning and planning to improve the effect of brand promotion.Based on the in-depth analysis of the N automotive company’s current channel,this paper puts forward targeted solutions,so as to help N automotive company better activate the potential of dealers and adapt to the changes of the automotive market through the optimization of channel management.It is hoped that this optimization scheme can provide certain guidance for the channel management of N automotive company,and provide reference for the same type of traditional automotive manufacturers in the industry.