A Study On The Structure And Optimization About Marketing Channel Of Hande Axle Co.,Ltd

It is the marketing channel that makes the corporations’products and services into target market more efficiently and widely. As one of the four essential factors of the corporations’marketing combination, the importance of the marketing channel is paid more and more attentions by corporations. With the increasing level of market competition, the marketing channel is becoming the key factor that reflects corporations’marketing capacity and even the core competence. The high efficent marketing channel is surly to win market. With continuous changes of the market environment and the consumer’s demand, the construction and management of the marketing channel has become one of the most important links of the corporate operation and management. More and more corporations have been reviewing and improving the development strategy and management method of their marketing channels so as to adapt the market competition.The thesis elaborates the basic theories of the management of marketing channels and the existing problems of the Hande Axle Co.,Ltd’s. This thesis applies theories of marketing management to analyze the construction status of marketing channels, the advantages, disadvantages, opportunities and challenges in marketing channel constructing. Through the surveying of the marketing management department and experts’advices, Hande Axle Co.,Ltd has build comprehensive evaluation index system from the full-aspects of the marketing channel. This evaluation index system has scientifically and rationally evaluated the marketing channel widely and deeply and analysis the existing problems. This thesis puts forward advices of the ways to optimizing marketing channels, which mainly from the marketing channels safety, the marketing channels control, the marketing channels management, the marketing channels development.This thesis points out the problems in channel management of Hande Axle Co..Ltd and makes them optimized through analysing the maketing channel of Hande Axle Co.,Ltd, which will help same kind of enterprises as experience in their marketing channel constructing.