东风轻型商用车销售渠道能力提升的策略分析

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1、束风轻璀两用年销售渠道睦力提H的饿略州宛AbstractChina’sauto—mobileindustryplaysaimportantroleintherapiddevelopmentofeconomyfromunitarytomultiplesituationLightcommercialvehiclesarealwayshavingahighgrowthralethatthesalesin2009wereover1．55millionAlloftheauto·mobilemanufacturerswillcompet

2、eintenselyforaleadingpositionintheauto·mobilemarketDongfcnglightcommercialcarishavingacomparativelyleadingsituation(rankingsecond)intheindustryformanyyearsFortheintensecompetition，thebigchangeoftheindustrypolicyandthechangeoflightcommercialvehiclesindustry，Dongfeng

3、lightcommercialcarsaregraduallyweakenedwhilethecompetitorsarebecomingr／loreandmorestronger．Thesalesvolumeisincreasingbutit'sstillundertheaveragestandardIt’squitetoughtokeepthesecondplaceintheindustrywhenthemarketshareisdecliningInthiscase，weshouldhaveathoroughstudy

4、andanalysisforthemarketcapabilitiesofDongfcnglightcommercialcarsItispossibletokeepitsleadingrolebycontinuousgrowthofsalesrovertheaveragestandardland朝excellentmarkerstrategyFirstly，thisarticledescribesandanalyzesthelightcommercialvehiclemarketconditionsSecondly,thep

5、aperstudiesandanalyzesthelightcommercialvehiclecompetitivepositioninthemarketItidentifiesdeficienciesthroughcomparingwiththecapacityofstrongindustrybrandmarketingchannels·andthedesignwhicheflsllrepolicyimplementationeffectofsaleschannelsoperatingsystemThestrategyfo

6、rincreasethecapacitybuildingsaleschannelsincludethefollowingthreeparts：First,thestrategytoenhancemarketshare；Second。thestrategytoimprovesales；Third，thestrategytoimprovedealersoperatingcapacityThroughthestrategicplanningforenhancingthechannelcapacityaboutlightcommer

7、cialvehicle。wecanorganizetheimplementationofeffectiveactionstoconstantlyimprovelightcommercialvehiclemarketcompetitivenessandensuremarketleadershiptomakethepaperOBlightcommercialvehiclemarketingmanagementwithsomereference．Keywords：lightcommercialvehicles；Dongfeng；s

8、aleschannels；upgrade；Strategy073025598扬屹东风轻型商用率铺僧壤道盹，J据n的镱略日}究I引言1．1研究背景和研究问题自1958年3月南京汽车制造厂生产出第一辆跃进2．5吨轻型载货汽车咀来，中国轻型商用车工业已经走过了近50年的发展历程，改革_H=放以后