The Channel's Management Of A Company's Air Operate Products

Marketing channels is a long-term and complex interpersonal management, competitors in the short term are the most difficult to imitate. Therefore, the theory of marketing channels has full, deep, systematic and scientific application and exploration of great significance. A business development and industry characteristics to adapt to the channel model, coupled with effective marketing management, distributor management, sales force management and motivation, customer service philosophy and system, will build a core channel for competitive companies, provide first-class products and services to target customers, promote the company to develop the domestic markets, customer awareness and satisfaction, ensure stability and rapid development, achieve the company continued improvement and innovation, the company's strategic objectives of the world-class liquid transferring equipment.As the leader of air operate products industry in the world, Company A has good brand image and mature sales network. Under the circumstance of extreme competition in the Chinese market, Company A tries to alter the model of sales channel, and establish firmly the competitive advantages. The author deeply realized that Company A will change the new model from the single channel model, the sales are by the distributors to the end users and s, to new model that key accounts would be handle together by Company A with distributors and s by Company A. The author hopes the model will win-win-win in the channel management.The research said the advantages of Company A are more than the disadvantages; they should bring the advantages into the full play and face the new advantages of channel. They would unified plan and coordinate the channel control and the conflict management and the channel incentives and the channel maintenance and sales team building. Of course, the innovation is also not perfect; it still has rooms to improve.In this paper, the author use the knowledge of the channel management and correlative theories, such as the channel management theory, the channel conflict theory, the conformity theory and decision theory. Air operate products of Company A is as the research object. The author made a systematic study on the status of marketing channels, sales influencing factors, the building marketing channels and improvement and management, and several other aspects of building sales channels for air operate products. The paper is divided into five sections. The first part is the introduction about the main issues of Company A marketing background, ideas and methods. A second part describes the situation of the company's overall products and air operate products business unit, business mix and organizational structure of the situation. The third part is the introduction about the history and overview and channels in China's current market situation. And clearly point out the key problem. A fourth part is the channels research on similar products for domestic and foreign competitors, the author made a more detailed analysis and propose the strategies by the SWOT analysis. Part V, It is provided by the suggestion for the channel's management strategic of air operate products business unit of Company A in China. Finally come to the conclusion.A study will improve the marketing channels, and strengthening marketing channels management. Therefore it will be great help on sales of air operate products in the future development and growth of enterprises, and laid a good foundation.