The Research On Dealer Management Of Longhua Textile Equipment Co., Ltd.

With the accelerated development of textile industry, Chinese knitting manufacturing enterprises have developed rapidly. Three provinces, Jiangsu, Shandong and Zhejiang have become the geographical center of the industry. When it comes to the ownership structure, the private enterprise takes the lead, while foreign owned enterprise and state-owned enterprise are numbered. Nevertheless, the problems in our knitting manufacturing enterprise, such as the production scale is generally small, the R&D capability is low, the precision of equipment is low and the level of heat treatment is low, have not improved significantly. We only have a few enterprises who improved some of their products. These enterprises can compete with their oversea rivals and force the rivals lower their prices. In addition, our knitting manufacturing enterprises have been seeking the scale of low-end products for a long time, and the price of the market is disorderly. The marketing channel has become the first priority for enterprise to create a new competitiveness when product performance and price are no longer the focus in the marketIn this paper, with Longhua Textile Equipment Co., Ltd. of Henan as the research object. We analyze the company's opportunities, threats, competitive strengths and weaknesses with PEST method. We also sum up the problems which exist in it dealer management. At last, according to the market segments, the price system, business marketing idea, organizational structure, corporate culture and the human resource theory, we give strategies and solutions for those problems.Based on lots of documents reading and research, we provide a solution for Longhua, and we hope that this paper can be valuable for the Chinese SME, especially for Chinese knitting manufacturing SME in marketing channel building and management.