Relationships between Internal Factors, External Factors, and Marketing Channel Performance of Automobile Manufacturers in China

Abstract

In 2021, the Chinese automobile industry reported that channel costs and taxes accounted for more than 40% of the total cost of automobiles. So, for automobile producers, an effective marketing channel is a grind to promote product sales and redefine marketing costs, which enables them to gain a competitive edge in the market competition. The research of marketing channel performance is conducive to reflect the current situation of marketing channel and contributes to optimizing management process. Therefore, through the research on internal and external influencing factors of channel performance of automobile manufacturing enterprises, this paper tries to help automobile manufacturing enterprises make scientific channel choices and reduce channel costs.