润华：汽车综合服务商的转型困惑 Runhua: An Auto Dealer’s Sales Channel Dilemma (Simplified Chinese version)

Name: 润华：汽车综合服务商的转型困惑 Runhua: An Auto Dealer’s Sales Channel Dilemma (Simplified Chinese version)
SKU: W33403

Su Liu, Weina LI, Xu Zheng

Product #:W33403

Supplier:Ivey

Discipline:Marketing

Setting:China, 2022

Details:Case (PDF) • 10 pages • 2023-02-14

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2022年，润华集团是国内知名汽车经销商，在传统燃油车市场占有较大市场份额。近期新能源（即插电式电动）汽车的热潮对公司的主营业务产生了强烈影响。大量新汽车公司进入这个前景广阔的市场，威胁着经销模式，即主导市场的传统销售和分销渠道。润华集团一直抱有长远的眼光和谨慎的态度。然而，它必须做出决定，如何及时应对汽车行业的颠覆性变化。公司新能源汽车业务的战略应该是什么? 该如何选择与哪些新能源品牌合作?In 2022, Runhua Group was a well-known automobile dealer in China with a large market share in the traditional fuel vehicle market. The recent surge of new energy (i.e., plug-in electric) vehicles was having a strong impact on the company’s main business. The high number of new automobile companies entering this promising market was threatening the dealership model, the traditional sales and distribution channel that dominated the market. Runhua Group had always held a long-term vision and a cautious attitude. However, it had to make a decision on how to respond to the subversive changes in the automotive industry in a timely manner. What should be the company’s strategy for the new energy vehicle business? How should it select which new energy brands to partner with?

Learning Objectives

本案例可用于本科和研究生水平的市场营销或营销渠道管理课程。长期以来，市场营销和渠道管理课程主要从制造商的角度讨论渠道变化对战略的影响。他们很少提及中间商在转型过程中所面临的决策困境。本案例可以从中间商的角度为学员提供一个具体情境，进而帮助学生全面理解营销渠道改革的理论问题。教师可以重点讲解中间商如何在营销渠道改革中做出战略决策，并引导学生讨论营销渠道改革及其对行业发展的影响。在完成案例和作业问题后，学生将能够：

了解企业供应链和价值传递网络的构成，以及中间商在分销渠道中的作用；
确认分销渠道变化的驱动因素和影响，例如脱媒和多渠道系统；
区分经销商模式、代理模式和直销模式，并分析中间商因这些模式的变化而面临的风险和收益。
制定适合中间商的选择标准，以确定与制造商建立合作伙伴关系的考量因素；
确定中间商可以使用哪些战略对策来应对行业销售和分销渠道的变化。

This case can be used in advanced undergraduate- and graduate-level courses in marketing or marketing channel management. For a long time, marketing and channel management courses have mainly discussed the impact of channel changes on strategy from the perspective of manufacturers. They rarely mention the decision-making dilemma that intermediaries face in the transformation. This case can provide students with a specific situation from the perspective of intermediaries and then then help them fully understand the theoretical problem of marketing channel reform. Instructors can focus on how intermediaries make strategic decisions on marketing channel reform and guide students on a discussion of marketing channel reform and its impact on the industry’s development. After working through the case and assignment questions, students will be able to

understand the composition of a corporate supply chain and a value delivery network, as well as the role of an intermediary in the distribution channel;
identify the drivers and the effects of changes in distribution channels, such as disintermediation and multi-channel systems;
differentiate among the dealership model, the agency model, and the direct sales model, and analyze the risks and benefits that intermediaries face from changes in these models.
compile the suitable selection criteria for intermediaries to determine which manufacturers to consider for partnership; and
determine what strategic countermeasures intermediaries can use to respond to changes in the industry’s sales and distribution channels.

润华：汽车综合服务商的转型困惑 Runhua: An Auto Dealer’s Sales Channel Dilemma (Simplified Chinese version)

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Learning Objectives