汽车销售的渠道变革：直销模式对传统经销商体系的市场冲击

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中图分类号：F407.471 文献标识码：A 文章编号：1003-8639（2025）10-0188-03

【Abstract】The global automotive industry is experiencing a profound change of sales channels driven by the wave of digitalization and the change ofconsumerdemand.Theaccelerated emergenceof the direct-to-consumer（DTC）model， which is based on direct contact between manufacturers and end consumers，has poseda systematic chalenge to the traditionaldealersystemthatreliesonmulti-layerdistribution，duetoitsfeaturesofdisintermediation，highinforation transparency，and strong price-control capability.The conflict between the two in terms of customer relationship binding，value distribution logicand service network layoutis becoming increasinglyobvious，which directlytriggers the restructuringof marketforces andtheevolutionofindustry ecology.Therefore，this paper focuses onthe market interaction mechanism between the direct sales model and the traditional dealer system to explore indepth，aiming at deconstructing theimpactpathandadaptation strategy intheprocessofthetwogames，inorder toprovideindustryparticipants witha theoreticalframeworkand practical path referenceforintegrating theconflictandconstructingadynamicand balanced dual-track channel structure.

【Key words】automobile sales；DTC；dealer system； channel change

0 引言

汽车行业在数字化浪潮中加速重构销售渠道结构。（剩余4270字）