| The real estate industry has a bright future. At present, the customer demand become very diversity & personal with people life quality heighten. Therefore, the safe door industrial has changed a lot and face strong competition .As the marketing environment is being changing. The Leinuo must research the changing marketing environment, also need readjust our marketing strategy to win competitive advantage. The thesis includes four sections to state our corporation's marketing channel strategy with Marketing Management Theory, also be connected with specific corporation condition.Analyze the Marketing Channel Style of Leinuo Corporation. In Chart 1, introduce basic information of Leinuo Corporation and give the reader an outline. Then, introduce the present marketing channel of corporation from two aspects and find out the existing problem & defect. We recognize 8 problems of different aspects such as wide, length, kind existing in Leinuo Corporation.1. A lack relationship exists in between producer and distributor which is short of restriction of mutual benefit. They just have different benefit apt not win-to-win cooperative relationship .2.The suppliers'choice, we don't have the strict choice process. We have so many un-qualified, no management & operating knowledge, short of economic foundation and personnel relation distributor. Looking the number of distributor is not few, but only few can match the development strategy to open the market.3.According to the marketing channel theory, producer and distributor should be a mutual cooperative object. So the instruction is necessary to policy and business to distributor. It is obvious that our company did not well and loose management of distributor.4.We are lack of information and emotion communication with distributor. We can not get feedback of minority customers'demand and expectation. We create an asymmetry between our corporation and customers'market. At the same time, lead some powerful franchiser to other suppliers.5.Many marketing channel established, which lead corporation to increase numbers of salesman. So it increase sales cost of corporation intangibly . On the other hand, our corporation is lack of professional salesman which lead direct marketing channel not to attain expected goal, also not play sale terminal role very well. Most established sale terminals are in loss.6.Our products'promotion is not enough. This also indicate that our support to franchiser not ample. It restrict publicize of market brand program and well_known market brand .7. Franchiser's distribution is asymmetry. From Northeastern Three Provinces, franchiser is more centralized in few cities, some are vacant. In other word, products'cover rate in target market is not enough.8.About the conflict between franchiser and customer, we did not find out the best way to solve, have not clear responsibility division. It bring bad affect to marketing channel development and corporation's good will.Analyze the present marketing environment. I state our marketing environment through 4 sections. We find our precise position through analyze our external and internal opportunity and threaten. We recognize clearly that grab our advantage is foundation to make feasible marketing channel strategy. At last, we find that we have a big development potential in safe door industry through analyze relative information, data and national policy. We get a forecast that there are a great develop space for safe door industry with the high development of real estate industry. Although southern market is better than northern, but the acreage of construction is increased year by year. At present, the key point is that we how to grab the opportunity to give customer a kind of reliable, modern design and economic safe door.Chose proper market position. The key point of this section is that how to posit product's market. As we know, marketing position is determined marketing channel designing, opening and choice. According to market character and actual corporation condition, we choose a proper marketing position: provide safe, high- quality, economic and fast service. This production position includes three sections of marketing establishment.1.Leinuo provide reliable product and stand out core concept product.2.Leinuo provide high-quality and cheap product.3.Leinuo provide fast marketing channel and in-time service after sale.We find out precise marketing position through analyze marketing specific and target market. We set up a good foundation for adjust and perfect marketing channel. We prepare for our future development very well.Suggest marketing channel revolution and strategy. Chart 4 is core of the thesis. In this part, we indicate the suggestion and strategy of marketing channel revolution. Analyze the necessary of change old management to widen, shorten, indirect much kinds of methods, also take conflict management into consideration and establish vertical management system. Of course, Leinuo can set an advantage marketing channel model, will keep marketing channel very smooth, improve efficiency. At last, we bring out a proper marketing channel strategy from 5 aspects according to new marketing channel management.1.Pursue the balance between customer and competitive opponent2.Implement production diversity strategy, cultivate customer's royalty of market brand.3.Develop relation marketing strategy, meet important customer's demand and desire.4.Reinforce information communication, utilize ad promotion strategy well.5.Pay more attention to information management.In a word, the design & management of marketing channel is very comprehensive, it is constrained with internal & external environment of corporation. The corporation must make a choice under so much constrained factors. Marketing channel management is connected with whether itself running is effective or not, but its management is very special and comprehensive. It is an important issue that modern industrial & commercial corporation reform marketing channel and improve interest & efficiency wholly. |
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