| In recent years,due to the acceleration of urbanization and urban infrastructure construction,the demand for special vehicles in China’s public utilities has been increasing.In particular,the sudden outbreak of COVID-19 in 2020 made it difficult to find a single vehicle for negative pressure ambulances and other special medical vehicles.On the whole,China’s special vehicle market showed a trend of rising demand and sustained development.Under the general idea of "delegating regulation and providing services",the government has implemented many preferential policies conducive to the development of the special-purpose vehicle industry,and enterprises have accelerated the industrial layout of the special-purpose vehicle industry.In the face of rising market demand for special vehicles and increasingly fierce competition in the industry,how to use their own marketing channel advantages to maintain and obtain terminal customers has become an important issue that special vehicle enterprises urgently need to face.This paper takes A special vehicle company as A case study to analyze the marketing channels of special vehicle enterprises in the current competitive environment.This paper firstly combs the domestic and foreign literature on marketing channel,especially the literature research on marketing channel of automobile enterprises,and analyzes the research background and direction of this paper based on relevant marketing channel theory.Basic situation at the same time by means of A special automobile company,special automobile industry marketing environment,and analysis the advantages and disadvantages in A company,summarize and analysis of marketing environment faced by A special automobile company,the last according to the situation of A special automobile company marketing channel,analyzes and summarizes A special automobile company marketing channel structure,behavior and relationship problems,and targeted marketing channel optimization countermeasures and measures.Through this study,it is believed that the optimization of A special car company’s marketing channel structure,behavior and relationship can effectively improve the marketing channel network system of A special car company.At the same time,through the cultural system,performance assessment,information technology and financial funds and other aspects,to ensure the effective implementation of A special car company special car marketing channel optimization measures. |
