Research On Optimization Of YT Automobile Company’s Marketing Channel Management

With the development of economy and the improvement of people’s living standards,the domestic demand for passenger cars remains high.However,with the continuous expansion of passenger car production capacity,the domestic passenger car manufacturing industry has presented serious excess capacity,continuous fierce competition and continuous decline of profit margin.Under this background,the Oems have carried out changes and innovations in order to develop.YT Automobile Corporation is a bus enterprise integrating research and development,production,sales and technical services.Since its inception,YT Automotive has become a leader in the bus industry.However,in recent years,due to the intensified competition in the automobile market,YT Automobile Company’s sales volume has increased to a certain extent,but the growth rate is relatively slow.In the face of this situation,YT Automobile Company needs to timely adjust the original marketing channel management plan while strengthening product development.Therefore,it is of great significance to study and discuss the management strategy of YT Automobile Company’s marketing channel to change the current situation of the company’s operation.The research object of this paper is YT Automobile Company.Through studying the optimization direction of marketing channel management,combining theory with practice,it is found that the company’s marketing channel problems are as follows: The reserve of regional sales personnel is insufficient,the incentive of regional business personnel is insufficient,the growth channel of regional business personnel is not smooth,the construction of marketing channels is not perfect,the performance evaluation method is not comprehensive and the performance evaluation object is not comprehensive.In order to solve these problems,this study constructs the optimization plan of marketing channel management for optimizing marketing channel management,and discusses the target,principle,implementation guarantee and other contents of the plan in detail.The specific contents are summarized briefly: First,establish principles,set goals,analyze and speculate according to actual data,and put forward adjustment suggestions by understanding the characteristics of different regions;Secondly,adopt multiple measures(establish common goals,improve marketing policies,interact with each other,strengthen the role of local associations)to control channels;Moreover,in view of the unsatisfactory operation effect of the directly operated stores,from the purpose of improving the management level as the starting point,the supervision responsibility system is established,and the supervision responsibility is implemented in the whole process and the whole management.Finally,in order to stimulate the initiative and enthusiasm of employees,improve the incentive scheme,establish a reasonable evaluation system,set up advanced models,and create a good working atmosphere.In order to ensure that the suggestions on channel management are feasible and the optimization plan is real and effective,this paper further evaluates and analyzes the possible implementation of the plan,ensures that the cost aspects are within a reasonable range,and proposes corresponding measures,including improving the cohesion of the marketing channel team,strengthening product quality,marketing and training support policies for direct stores.At the end of this paper,the whole process of marketing channel management is optimized,and the implementation effect evaluation of the program is demonstrated.This study thinks from the perspective of channel design,maintenance and operation,and puts forward an improvement plan to improve YT Automobile Company’s marketing channel.This plan is feasible to a certain extent,and has certain reference significance for YT Automobile Company’s future channel construction and development.