(B) The automobile marketing channel control system is not perfect. The perfection of channel business policy, the rationality of rebate system and the effectiveness of incentive system will directly affect the channel management and control ability. At present, automobile manufacturers manage dealers by controlling products, especially profits, and manufacturers are in an absolute control position. But once the products are unsalable, the relationship between manufacturers will deteriorate. In order to achieve the manufacturer's mission objectives and gain profits, dealers reduce prices, skip goods or even sell below the purchase price, which not only confuses the manufacturer's price system, but also seriously affects the brand image.

(3) The service capacity of automobile marketing channels is insufficient. At present, domestic automobile enterprises generally pay more attention to marketing than service, and the lack of service ability of marketing channels is mainly reflected in the following aspects: ① the supply of spare parts is not timely, and the supply rate of spare parts can not meet the shortage of spare parts; ② Some imported parts of high-end cars are generally out of stock, and the supply is not timely; (3) Maintenance technology. For technical problems that franchise stores can't solve, dealers urgently need the support of manufacturers. At present, the technical support of all manufacturers can't meet the needs of dealers; (4) Merchants not only need product marketing advertisements, but also need to increase investment in service marketing advertisements.

(D) decline in the loyalty of automobile marketing channels. The sales system of domestic and foreign automobile manufacturers is generally self-centered, emphasizing the control of channels. In the past, with the rapid development of the automobile market, automobile manufacturers relied on dealers to obtain high profits to maintain their loyalty. At present, with the extension of China's entry into WTO, a large number of foreign cars have entered China, and the competition in the automobile market has become increasingly fierce, and the profit of dealers has decreased, which has led to the decrease of dealers' loyalty to manufacturers. Third, the development trend of automobile marketing channels in China

Due to China's special national conditions and the limitations of the development of automobile industry, as well as the different advantages and disadvantages of various forms of automobile marketing channels, all of which have specific scope of use and consumer groups, it is decided that a new round of automobile marketing channels in China cannot establish a single automobile marketing model. It is necessary to establish various forms of automobile marketing channel models according to market laws and changes, combined with the characteristics of enterprises and the individual needs of consumers. The author believes that the development of China's automobile marketing channels is mainly manifested in the following aspects:

(A) The development of automobile marketing channels tends to be flat. Flattening means that the levels of marketing channels should be as few as possible, and the distance between manufacturers and consumers should be as close as possible to reduce the operating costs of channels. Flat marketing channels can not only greatly reduce operating costs, but also have unique advantages in information feedback. Automobile manufacturers can communicate directly with users at the terminal, and do a good job of connecting services before, during and after sales to better meet customer requirements. This is a factor that enterprises should consider when carrying out channel reform in order to avoid the risk of marketing channel reform.

(B) The development of automobile marketing channels tends to be information and integration. Informatization refers to the informatization construction of marketing channels, which is used to improve the information feedback speed of enterprise marketing channels. For example, ordering, vehicle selection, order processing, capital exchange and logistics distribution can all be realized online or information support can be provided through the network. Integration refers to the integration of service resources and the construction of marketing channels, that is, the overall integration of vehicle sales, maintenance services and parts supply.

(3) Automobile after-sales service tends to be perfect. After-sales service is playing an increasingly important role in automobile sales, which has almost become the common sense of China automobile enterprises. According to the survey conducted by china association for quality and the National User Committee, www.bfblw.com graduated from Paper Network, and the after-sales service of automobiles has attracted 95.5% attention. In fact, the automobile after-sales service market is the most stable profit source in the automobile industry chain, accounting for about 60% ~ 70% of the total profit.

(d) Networking of automobile sales channels. This new marketing channel model is gradually changing the way of automobile sales and will have a great impact on automobile marketing. First, car network marketing has changed the car sales model. As long as users enter the website of automobile manufacturers, they can easily understand the sales network of the brand's 4S stores, make inquiries, place orders online and other activities; Secondly, online marketing provides convenience for users. As long as you click the mouse in your hand, you can choose to order directly online, and the three-dimensional model of the model, color and car selected by the customer will be immediately presented on the computer screen, providing users with direct feelings. Customers can also switch between the websites of major auto companies at will to compare the performance of the same type of cars; Thirdly, there are customer comments on the website of every automobile company, and customers who browse can click directly to understand the comments on this company or a certain model, such as integrity, performance, after-sales service and so on.

In short, only by grasping the market demand and the direction of economic development can we improve and apply the automobile marketing channels. The new marketing channel suitable for the market will inevitably replace the old model and play a decisive role in the relationship and interests between automobile manufacturers, dealers and automobile consumers. After China's entry into WTO, the competition in the automobile industry has intensified, and the disadvantages of the original marketing channels have gradually been exposed, mainly in the following aspects:

(A lack of strategic marketing concepts and management. Although China's automobile industry has recognized the importance of economies of scale, and regarded economies of scale as the key goal of enterprises that take precedence over finance, it has not yet formed a strategic management and development system of automobile demand to analyze future market demand, judge product positioning trends and establish rolling development and design. This problem will lead to the decline of market share of some advantageous enterprises.