The automobile industry has been taking up a position as one of the core business in Korea, which has been leading the economic growth owing to its rapid increase of domestic demand. According to the structural changes of Korean automobile market, the marketing structure is also expected to be reorganized in a few years. Subsequently, it is required to build up a marketing structure of Korean-type which is appropriate to cope with the changes.
However, the automobile marketing structure is not yet solidly established to meet the consumer needs in times of popularization of automobile, in spite of the partial introduction of dealership by Daewoo and KIA.
The purpose of this article is to review the actual management of the dealer system recently introduced. First of all, this study reviews the car marketing channels in the advanced countries of auto industry, especially those of Japan and America.
The result of the survey is as follows:
First, the business scale of the dealer is very small, and the outcome of the management is also very poor.
Second, the dealers have much complaints to the car maker in the financial support, the manpower assistance and the sales commission etc.
It is necessary to perform a synthetic inspection against the marketing structure of new and used cars, after service system and law and regulations related to automobile in order to determine whether the dealership is successful or not. Furthermore, the investigation into the prerequisites for the successful dealership should be made in advance. So as to deal with the expected changes with effort, it is more needed to apply the merits of the dealership of the advanced country to create a dealership suitable for Korean situation in consideration of the difficulties among dealer, manufacturer and government.
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