Automotive industry marketing channels : conflicts and solutions

In the dynamic market, manufacturers constantly seek for optimal channel alignment for maximizing the channel benefits, which needs joint efforts by both manufacturer and channel partners. Driven by their own interests, dealers act very differently in the marketing channel cooperation. To motivate dealers to behave in a more cooperative way, the marketing channel incentive system is commonly used as the most effective tool. However, aiming at maintaining a high marketing channel efficiency in the dynamic market, OEMs need to develop good internal controls and a more scientific approach in adjusting dealer marketing target. In this paper, current channel marketing status in automotive industry will be introduced, conflicts in the marketing channel cooperation will be identified, channel stakeholders will be analyzed to identify the key influencing factors and build a more reasonable MERT adjusting methodology, and finally, recommendations will be provided for manufacturer's in-house executives.

Department dc:contributor.department

Sloan School of Management.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2018

Author dc:creator

• Song, Xiaoxuan

Advisor dc:contributor.advisor

• Juanjuan Zhang.

• Sloan School of Management.

Statement dc:rights

• MIT theses are protected by copyright. They may be viewed, downloaded, or printed from this source but further reproduction or distribution in any format is prohibited without written permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/117943

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/117943