Research On Building Competitive Advantage Of SKF Marketing Channels

As an important component of the whole marketing system and the priority among priorities in marketing management, marketing channel building has a significant impact on reducing the cost and improving the competitiveness of enterprises. With the changes of the market structure, marketing channels of the service department of SKF are constantly changing, and the old channel mode cannot satisfy the needs of the changing situation either. In order to maintain its sustainable competitive advantage, SKF needs to make great efforts in controlling the channel expansion direction, building and managing the distribution network, managing regional markets, improving self-control and radiation of the marketing channels.First of all, on the basis of data collection, market research, years of experience in the industry and work, applying the theoretical knowledge of marketing management and channel management, this thesis uses literature review, comparative analysis and SWOT analysis to make a detailed analysis and objective evaluation of the current management status of the distributors of SKF and its internal channels. The main problems affecting channel competitive advantages of SKF include strategic planning of marketing channels, channel conflict management, channel members motivation, channel culture, introduction of new products, etc. Second, combined with the future development trend of marketing channels, this paper proposes relative integration solutions of building competitive advantages of SKF marketing channels. Finally, problems are analyzed which are likely to appear when the integration solution is implemented, and relative safeguard measures are developed. The marketing channel system of SKF is to strengthen SKF channel management and improve the operational efficiency of the channels so as to achieve the ultimate goal of building competitive advantages of SKF marketing channels.The purpose of writing this thesis is to study how SKF adapts itself to the changing market situations, improve channel efficiency, and makes full preparations for expanding its market shares and upsizing the company by means of improving the channel management during its actual operation; and provides SKF with greater possibility to gain sustainable competitive advantages than any other elements does. At the same time, the author hopes that with discussions of this selected topic, our local enterprises can pay great attention to the building of marketing channels and be fully aware that to build stable and efficient marketing channels is the significant source of developing their core competence.