Research On Distribution Channel Management Optimization Of Chery Automobile

With the deepening of supply-side structural reform,the automotive industry is also constantly upgrading.In today’s highly competitive automotive market,the channel management of the automotive industry is also undergoing new changes and challenges.Therefore,it is very important to establish a marketing channel which suits for Chery Automobile.This paper is guided by channel management theory,referred to the relevant research results at home and abroad.This paper takes Chery Automobile’s channel management as the research object.From the macro environment and competitive environment analysis,the author find that there are some deficiencies in channel model innovation,channel access standard,channel member’s ability,channel member’s incentive measures,etc.In order to improve Chery’s channel management and enhance Chery’s comprehensive competitiveness in the industry,this paper combines with questionnaire survey,benchmarking analysis,channel profitability,channel satisfaction and PDCA cycle improvement principles.So this paper puts forward Chery’s channel management optimization and improvement measures and schemes,and constructs a sales service provider life cycle management system.Through the diversified development of online and offline channels,it can satisfy the customer’s online "one-stop" demand for car watching,car selection and car purchase,enhance the offline car purchase experience.Optimize the access standards of channel members,increase the review link and the access quality of channel members.Adopt differentiated cultivation for different channel members,and quickly improve the ability of channel members.At the same time,optimize the incentive for channel members,establish evaluation and early warning mechanism,strengthen channel conflict management to ensure the healthy development of channel members.Chery Automobile as one of the outstanding representatives of Chinese automobile brand,the existing channel management problems and the targeted optimization have certain reference significance for the channel development of other automobile brands.