Esearch On The Marketing Channel Optimization And Management About Daikin Central Air-Conditioning Co

Facing the challenged marketing environment, product imitation and homogenization speed, the product advantage sometimes shows be difficult to maintain, and the marketing channel strategy, based on the characteristics of long-term needs, and organization operation, marketing channels in a short time is difficult to be imitated by competitors, has become the enterprise the core source of competitive advantage.Daikin, Japanese Company, entered into the Chinese marketing named as the Shanghai DK in1995. DK group in China’s investment amount accumulated has reached Four billion yuan. DK China as the axis of its global development strategy, rapid development with its continuous efforts, DK companies in China has kept the first domestic advantages in the field of central air conditioning. But in recent years this advantage has been gradually eroded, the beautiful, Gree, in the two or three line of the city has been completely beyond DK, first-tier cities also affected import brand strong, the marketing channel is one of the core competitiveness of enterprises, is under intense attention of each company, DK company must maintain the leading status of DK company, it is necessary to reform and optimize the marketing channel, by improving the efficiency of marketing channels, to achieve its "captured the city, rural areas" strategy.Bying analysis of the literature collection and case, and the use of marketing theory and methods on the basic characteristics of the central air-conditioning industry and analyzes the industry market demand, situation so as to combined with DK company’s existing marketing channels running in China, points out the problems existing in the management of marketing channels and analyze the reasons the problem, put forward the improvement strategies of marketing channel management of DK company:the use of scientific methods to adjust the marketing channel structure; improving relations between marketing channel members; to establish the evaluation on the dealer and incentive system; on channel member selection; the establishment of high-quality sales team and marketing team; and to evaluate the improvement scheme. Hope that through a series of improvement measures, improve the company’s marketing ability and the management ability, the smooth realization of the company vigorously develop the domestic market, increase the market share of the total target marketing.This research is based on actual operation of DK company in China market, hope for that through the conclusion of this paper can make DK company to find a suitable business development marketing channel system, maximize meet customer demand, to achieve its own enterprise value, share and improve enterprise products in the Chinese market.