我国轿车业渠道问题探讨

The Exploration on the Problem of China,s Auto Industry

本文认为,我国轿车业渠道模式主要有品牌专营店、集约式汽车交易市场、汽车工业园区、汽车连锁销售、网络销售等。我国的汽车流通渠道体制还存在工商关系不稳定、汽车经销商功能不健全、汽车流通企业的流通功能模糊、未实施严格的区域责任制、旧车市场发育不全、汽车租赁市场有待完善等问题。文章提出,要解决这些问题,轿车企业应该正确设计轿车分销渠道,制定渠道政策,激励经销商,化解渠道冲突;与政府共同努力,借鉴国际经验,建立以私人用车为主的现代化汽车营销体系,明确批发商和零售店功能,建立目标区域负责制,增加旧车交易功能,扶持汽车租赁业。

The author believes that there are different modes of channel for China＇s Auto industry and there are still some problems with China＇s auto distribution channel mechanism. To solve these problems, the auto enterprises should correctly design auto distribution channels, formulate related policies, encourage dealers and eliminate channel conflict. And the government should work hard together with the enterprises to establish a modern auto marketing system taking private car as the main body, clarify functions of wholesalers and retailers, and so on.