本文首先介绍了汽车及新能源汽车的国内外发展机遇及研究必要性，在技术迭代、政策扶持、市场推动下，我国新能源汽车发展前景广阔，但市场竞争日益激烈，极狐公司销量持续低迷，入不敷出，企业陷入生存发展危机，因此亟须加强渠道研究，提高终端销量，扩大市场份额，增强竞争力。其次，对“汽车”“新能源汽车”等相关概念及种类进行界定，并对营销渠道定义、类型，渠道结构、渠道设计、渠道行为等相关理论进行研究。再次，总结了新能源汽车渠道现状，分别罗列油电共网、独网销售2种销售渠道分类及代表企业，归纳经销模式、代理模式、直营模式3种渠道模式的定义、优劣势，指出进行渠道改革的注意事项，探索渠道形态的发展趋势，并使用PEST分析法对宏观环境进行评估。然后，梳理了极狐公司简介及渠道现状，从企业内部环境、消费者、供应商、竞争者等角度进行微观环境分析，介绍了极狐公司的渠道形态、渠道形象、渠道模式和渠道冲突具体情况。最后，阐述了访谈目的、访谈人员、访谈结果等内容，利用比较分析法、访谈法，对比极狐公司历年数据、竞争对手数据，结合访谈结果、车主反馈及互联网资料，判断渠道存在网点总量少、建设速度慢，渠道形象不清晰、品牌影响力不足，渠道信息不对称、成员能力有待提升，以及存在渠道冲突等不足，提出加快网点布局建设、与专业团队合作提高知名度、借助数字化手段集合信息、加强渠道规则设计与沟通等建议。

This article first introduces the domestic and international development opportunities and research necessity of automobiles and new energy vehicles. Under the iteration of technology, policy support, and market promotion, the prospects for the development of new energy vehicles in China are broad. However, faced with increasingly fierce market competition, ARCFOX has sustained low sales and is unable to cover its costs, placing the enterprise in a crisis of survival and development. Therefore, it is urgent to strengthen channel research, increase terminal sales, expand market share, and enhance competitiveness.Secondly, the concepts and types related to "automobile" and "new energy vehicles" are defined, and research is conducted on marketing channel definitions, types, as well as channel structure, channel design, and channel behavior.Furthermore, the current situation of new energy vehicle channels is summarized. Two types of sales channels, namely, oil-electric common network and independent network sales, are listed along with representative enterprises. The definitions and advantages and disadvantages of three channel models, namely, distribution model, agency model, and direct sales model, are summarized. Attention points for channel reform are pointed out, exploring the development trend of channel form, and using the PEST analysis method to evaluate the macro environment.Then, the introduction and current situation of ARCFOX are sorted out. Micro-environmental analysis is conducted from the perspectives of internal environment, consumers, suppliers, competitors, etc. The specific situation of ARCFOX's channel form，channel image，channel model, and channel conflict is introduced.Finally, the purpose of the interview, interviewees, interview results, etc., are elaborated. By using comparative analysis method and interview method, ARCFOX's historical data and competitor's data are compared. Combined with the interview results, feedback from car owners, and internet data, it is concluded that there are insufficient channel outlets, slow construction speed, unclear channel image, insufficient brand influence,asymmetric channel information, members' capabilities that need improvement, and channel conflicts. Suggestions are correspondingly made to accelerate construction of network layout, cooperate with professional teams to increase visibility, utilize digital means to collect information, and strengthen design and communication of channel rule.