Auto Channel Integration - Game and innovation speed.docVIP

 PAGE \* MERGEFORMAT 8 Auto Channel Integration - Game and innovation speed China’s auto sales more than double-digit growth continues to show that the stability of China’s automobile production and sales is far from being saturated, the struggling auto giants are in a steady growth year after year into this piece of cake; same time, as more foreign auto company’s brand into China , and because foreign auto companies and China FAW Group Corporation of the relationship between the criss-cross, making great efforts to change many domestic car companies original channel system. The past two years, many auto companies in the ongoing strong sales channel integration, in order to better adapt to the layout of China’s auto market environment, the channel system, according to CommScope to consultation observation, the current car’s channel integration is manifested mainly branded channel integration and products of channel integration. Branded Channel Integration Branded channel integration means the car under different brands to build a different sales channels, the original mixed in the same channel in all brands of their respective derived, or the introduction of new brand single-building sales channels to strengthen the brand concept, which is mainly reflected in the brand and the introduction of more model car companies. Chinese-made Cadillac the end of 2004 after the listing of China, Shanghai GM owns the Chevrolet, Buick and Cadillac three major brands, followed by the beginning of 2005, Shanghai GM sales network of re-planning from the existing sales network extends to a single Buick Chevrolet, Buick and Cadillac three brands, three network marketing channel system, according to Shanghai GM’s brand planning, brand Cadillac is a symbol, do not g is the source of profits, Chevrolet will be a guarantee of sales, despite the current Chevrolet from playing the role of sales is still far from guaranteed. In early 2006, the establishment of FAW-Volkswagen Audi div