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中文摘要

营销渠道是市场竞争的产物，也是市场竞争的重要手段。日趋激烈的市场竞争使得很多的企业把目光瞄向了渠道这个战略性的资源，许多企业都在努力探求新的渠道模式，提升渠道的能力，实现渠道变革和增值。

面对着日益变化的新环境，传统渠道模式在效率、成本以及可控性等方面的劣势日益突出。同时，随着互联网的迅猛发展，传统渠道与网上渠道的冲突的现象屡见不鲜，在我国的汽车行业利用网上渠道销售汽车还比较少，但往往网络成为商用车企业介绍产品信息的媒介。虽然随着市场的发展已做了一些调整，但未从根本上协调分销渠道现状与效率、成本优势之间的不相适应。市场环境的变化对分销渠道模式和管理方式提出了新的要求。

东风商用车公司是作为中国最大的商用车制造基地，2007年公司中重型商用车市场占有率居国内第一，中型客车市场占有率居国内第一，轻型商用车位居国内第二，成绩不错，但是与国外商用车相比存在不小的差距，同时也存在很多的问题，比如生产能力过剩，产品品种单一，多采取价格的市场竞争方式等等，在渠道方面也面临着各个区域渠道能力不一，渠道维持成本居高不下、效率低下等问题。公司已经把目光转向了整个渠道系统，希望通过渠道变革，提升渠道的能力来提升公司的竞争力。

东风商用车公司未来渠道模式的发展趋势是什么？公司的渠道变革和增值将如何实现？渠道成员在渠道变革中将扮演怎样的角色？是东风商用车公司需要进一步探讨的重要问题·········

关键词：东风商用车公司；营销渠道；渠道模式；渠道变革

ABSTRACT

Marketing channel is the product of market competition and important means of market competition. The increasingly fierce market competition makes a lot of companies aim at the strategic resources of channels. Many companies are striving to explore new channel model, enhance channel ability and achieve channel transformation and value-adding.

Facing the new environment of market changing from extensive to intensive and the ever-changing environment, the disadvantage of traditional channel model in efficiency, cost and control have become increasingly prominent. At the same time, with the rapid development of Internet, the phenomenon of frequent conflicts between traditional channels and online channels is common. Its still relatively rare to utilize internet for marketing in automotive industry in China, but internet channel has become a media to introduce product information for commercial enterprises. Although some adjustments are made with the development of the market, basically didnt change the incompatibility between marketing channel and between efficiency and cost advantage. Changes in market conditions put forward new requirements to distribution channel mode and management method.

Dongfeng Commercial Vehicle Company is the largest commercial vehicle manufacturing base in China. In 2007, the heavy-duty share of the company is the first of the Chinese commercial vehicle market .The medium-sized share is the first of the Chinese commercial passenger car market and share is the second of the light commercial vehicles market, However, in comparison with foreign commercial vehicles, there is a big gap and a lot of problems, such as excess production capacity, single product category , multi-way to use price competition and so on.. In the channels, the company is also facing various regional channels capability, the high cost and low efficiency to maintain the channel and so on. Companies have turned to the channel system and hope to enhance the companys competitiveness by changing channels and enhancing channel capacity.

What is the trend of the future channel models of Dongfeng commercial vehicle? How to achieve the changes in the companys channel and value-added? What role will the channel members play? These problems will be thought deeply for Dongfeng commercial vehicle companies.

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