jx汽车公司渠道策略分析-channel strategy analysis of jx automobile company.docxVIP

JX 汽车公司渠道策略研究摘 要随着 WTO 过渡期的结束，在产品日趋同质化的今天，面对着国际汽车集团竞 争的压力和消费者多样化需求，我国汽车企业必须及时调整营销战略，努力撑控 好分销渠道这条生命线，精心设计出适合自身的分销渠道，以赢得未来汽车市场 的竞争。本文以 JX 汽车公司为研究对象，在国内外的汽车渠道理论研究和趋势分析 的基础上，对 JX 汽车公司目前的市场及渠道现状进行了系统的分析和研究。首先对 JX 汽车公司作为一家中外合资商用汽车制造企业的特点进行了分 析，阐述了 JX 汽车公司近期的发展目标和长远的战略目标；分析了 JX 汽车公司 的渠道构建、渠道管理的现状及其存在的问题。在此基础上，借鉴国内外先进的 渠道管理理论及渠道发展趋势，从渠道的选择、渠道的管控及渠道的评估三个方 面，进行了 JX 汽车公司分销渠道体系设计，改进了其渠道模式，并对分销渠道 的管控政策及策略进行了建议。JX 汽车公司应坚持以“品牌专营店”的渠道模 式为主，并根据其新的产品策略，调整其渠道策略，尝试新的分销渠道模式，如 汽车交易市场和网络直销这两种分销渠道模式等。在渠道管控上，强化代理商分 品牌经营的思路，加强对二级分销商的监管，并建立以“销量、CVP、流程”为 KPI 的分销渠道绩效评估体系。笔者期望通过本文的分析及建议能够对 JX 汽车公司渠道管理的营销活动提 供帮助。关键词：渠道研究，渠道策略，渠道体系设计，渠道管理iRESEARCH ON THE CHENNAL STRATEGY OF JX AUTOMOBILE CORPORATIONABSTRACTmarketing strategy in time, try their best to control the lifeline “distribution channel” and design the right retail channelThis article takes the JX automobile corporation as research object, based on the domestic and internationals automobile channel theory study and trend Analyze systemic analysis and research the status quo of JX Automobile Corporation’s market and channel.First, analysis of the JX Automobile Corporation is a JV commercial vehicle Corporation, expound the JX Automobile Corporation’s in the future develop goal and long term strategy goal; Analysis of the JX automobile corporations channel , the status of channel management and problem. On this foundation, it use for reference domestic and internationals channel management theory and channel development trend, from three aspects: channel choice, channel management and channel evaluation, carry on the JX automobile corporations retail channel systems design, improve on the channel mode and put forward the advice of retail channel management policy and strategy to help the JX automobile corporations channel management and marketing.JX Automobile Corporation should sustain the “Exclusive Brand showroom” distribution channel strategy as its mainstream and attempt to establish new distribution channel based on distribution channel