Management Of Marketing Channels AH Paint Company

In order to better adapt to the coatings industry adjustment of competition strategy, like the changes from product competition, price competition and technological competition into brand competition, service competition, channels and other aspects of competitions. Particularly in the current domestic paint market has entered the international competition trend, approaches and methods in the pursuit of the interests of the business enterprise is patently different, but the promotion ways can attract consumers in short period of times. It cannot be used as an important means of enterprise competition ability. How to realize the enterprise in the paint industry sales professional, to provide customers with the best quality service, and can bring the profit to the enterprise value-added space, also can improve enterprise competitive advantage in the paint industry. Also it has brought new challenges on the importance of marketing channel. And how to form the channel competitive ability has become the problem the enterprise must focus on it.In this paper, through the method of modern marketing theory combined with practice, carries on the analysis to the marketing channel management status of AH company. First of all, the paint industry background is simply described, introduced the present situation and development trend of domestic paint industry, and then combined with the marketing management, marketing channel management theory, analysis of the enterprise in the face of the complicated market competition environment, we must proceed from the efforts to strengthen the management of channel distributors, give full play to enterprises in the marketing channel competitive advantage, to maximize the interests of enterprises play an important role, cooperative relations and strengthen the enterprises and suppliers, reduce conflict of interest between each other, to channel structure construction of long, harmony for the purpose, to the formation of enterprise competitive advantage in the paint industry. Through the SWOT analysis method, analyzes their advantages and disadvantages as well as the coating industry opportunities and threats. Using advantages and industry opportunity to make up for the weaknesses and threats. Finally, through the analysis of the competitors, consumer behavior, according to the AH recommendations on strengthen channel construction and channel member management.