Xi'an Minmetals Marketing Channel Constructing And Managing Study

Marketing channel decision is one of the important decisions that enterprises must face. Effective marketing channel of Xi'an Minmetals steel Co., Ltd. Important core competitiveness to participate in market competition, the channel mode is structuring under the guidance of channel tactics that the manufacturer gives careful consideration. At steel & iron marketing industry profit meager, with keen competition today, market increase slow down and enterprise oneself need more and more sharp contradiction that grow at top speed, the decisive function of the marketing channel shows even more outstandingly . Company at distribution of steel &iron with sure influence , and development particularly outstanding sense of urgency its the pressures of competition, propose one a kind of cooperation this the brand-new marketing idea and imperative tactics channel marketing of products.Firstly, the exterior environment and distribution channel of Xi' an Minmetals have been analyzed by SWOT analyze in this paper. Secondly, the channel mode and management of Xi' an Minmetals have been also analyzed by demonstration means and compare way. And finally, from Xi' an Minmetals Channel status in quo, that is to say, to analyze the problem and its reason of channel , it brings forward the right channel mode and management way to adapt the company.This text has reviewed this field former achievement in research at first; then collect, screen, analyze and summarize to the relevant data on the market, on one hand whether enterprise inside, external environment condition carry on SWOT analyze too characteristic in market competition carry on full and accurate discussion relatively; on the basis of this, announce subject matter and contradiction existing in its marketing channel; improve and promoted and propose the corresponding solution to the enterprise marketing channel constructing and managing according to the realities of enterprise at last.It concludes that Xi' an Minmetals have to apply multi-channel distribution way, that is direct, telephone, middleman and network distribution, and adjust these channels. One point, two orientation, three supports, four unification should be used as the multi-channel management tactic.