Research Of Several Problems Of Marketing Channel Management About Yana Tobacco Company In Shaanxi

With the gradually opening up of the China’s tobacco market, our tobaccocompanies will have a increasingly fierce competition with foreign tobacco business andface the serious competitive challenges. In this competition, it is the key of success orfailure to enhance marketing ability of the national cigarette enterprise. and as one of thefour elements of marketing mix strategy of marketing channel has become the criticalresource for China’s tobacco enterprises to participate in international and domesticcompetition,which is one of the four elements of marketing strategy. Our tobaccoenterprises have to strengthen the management of marketing channels, to create thechannel advantage and improve competitiveness.The paper takes the marketing channel of Yana Tobacco Company as the researchobject. Using the Porter’s five forces model, it analyses the Yana tobacco companiesmarketing environment. The thesis analyzes the threats and opportunities, advantages anddisadvantages of Yana tobacco Company. The paper chooses SO strategy which shouldbe used to improve the marketing channel management. Combined with relevant theoryof marketing channel management, this paper analyzes the problems of marketingchannel management about Yana Tobacco Company. For example, the lack of marketingidea, no clear channel goal, inadequate mechanism of the industrial and commercialcoordination, the internal management mechanism perfectly, the missing retailersmanagement and so on. In order to effectively solve problems and carry out the SOstrategy, the article proposes how to improve the marketing channels management, whichis the optimization of channel mode, the establishment of the strategic partnership, theimprovement of the internal management mechanism and the perfection of the retailermanagement. By adjusting and improving the marketing channel of Yana Tobacco Company, the purpose is to enhance the core competitiveness and gain some marketposition.