過去汽車業進入大陸市場的研究，多著重製造廠的部分；然而，銷售通路佈建的成功與否常常是整體品牌是否能成功經營的關鍵因素。本研究主要探討兩個核心議題，其一為大陸汽車市場現況，針對大陸汽車工業的發展史、大陸汽車市場競爭生態、加入WTO對大陸汽車市場的衝擊以及中國政策對汽車工業的影響進行探討。其次為瞭解有那些總體和個體因素會影響大陸汽車經銷商通路績效，本研究先藉文獻探討歸納出通路績效影響因素，再透過實地訪談等田野研究方式，探討這些影響因素與大陸汽車經銷商之經營績效間的關係。
大陸汽車工業的發展史可以包括大躍進時期（一五計畫∼調整期）、文化大革命時期(三五計畫∼四五計畫)與文化大革命期（五五計畫），各期間的汽車市場發展受中共計畫性經濟的政策影響而不同。而大陸汽車市場競爭狀態則明顯表現出企業規模小、數量多，不符汽車產業發展的規律，也即是一般學者所謂的「散、亂、差」情形。在中共進入WTO後，汽車產業受到極大的挑戰與衝擊，故提高企業的經濟規模及汽車產業的發展層次為當前大陸汽車集團與政府努力的方向。
根據田野調查的成果，個體影響因素中：獨家經銷的通路之獲利能力較複式經銷者強、對母廠的談判力將會影響銷售及提車目標的合理性並進一步影響銷售返利及新車庫存成本、實際經營權的歸屬（合資型態）將影響短期的利潤、銷量與市場占有率。而在總體環境因素中，大陸中共政策、政令有計畫經濟的特色，其對通路績效的影響力甚至超過個體因素。
綜合研究成果，建議車廠應該採用大片區劃分之方式由單一經銷商負責在各區域銷售，以確保各經銷商在微利的汽車銷售市場中，有能力長期與車廠維持良好的互動。而提升對母廠談判力方法就是擴大經銷市場構成比，才可在經銷區域中取得絕對的銷售優勢。合資型態方面，建議以權宜的方式投資經營，即「台方100%獨資，但中方只是名義上的公司負責人」；不過以此方式投資必須審慎評估中方名義負責人之誠信。

The research of automobile industry about Mainland China market in the past, focused on more parts of the factory; however, most of time, it is the distribution that a key factor whether whole brand can be succeeded. This research can be divided into two key topics. First, the present situation of automobile Mainland China market is described. Second, in order to understand how overall and individual factors influence distributor's performance, this research sums up the performance influence factor in previous researches, and then did field studies to test the relationships between those factors and distributor's performances.
The achievement of field study reveals that, individual factors: the profit ability of exclusive authorized dealers is stronger that of selective dealers, the negotiation strength to manufacturing company will influence the profit, the ownership (joint-venture type attitude) of the actual power of management will influence short-term profit, sales volume and occupation rate of market. In the overall environmental factor, there is characteristic of planned economy in the Communist Party of China's policy of the continent, government decree; it even exceeds the individual factor to influence power of the performance.
Comprehensive research results, propose that the car factory should adopt the way in which the large stretch of district divide to sell in every area under the care of single distributor, so as to ensure that every distributor is in the automobile selling market of the meager profit. Joint-venture type study suggests, to maintain 100% of the individual proprietorship, Chinese director being only the title without the real power. By doing so, must assess the Chinese name director sincerity scrupulously in investment by this way.

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