Research On Marketing Channel Management Of WTM Company

With the globalization of economic development, the Chinese market has been gradually integrating into the global competition in the market, is facing increasingly fierce competition in the diversification. At the same time, the focus of competition gradually from the product itself has brand recognition, price level, improve the technological content and performance of an enterprise to build the degree of change in marketing channels. Marketing channels has become an important aspect of the construction and management of the enterprise in a competitive market foothold, business management and efficient marketing channels have reached a high degree of impact on enterprise development strategy. We can say that the channel is increasingly becoming competitive enterprises to establish an important force. Who owns the channels today, tomorrow, who will have a future. Under the current situation, the establishment of corporate strategy and development plan, its resources, and product marketing channel that matches the characteristics of a reasonable model to deal with the changing market, increasing the core competitiveness of enterprises has become an important problem to solve every business need. WTM adoption marketing channel model has emerged channel structure is irrational, Chuanhuo widespread, low channel member loyalty, channel over-reliance on distributors, distribution costs remain high, companies increasingly feel the difficult issues of sales. Therefore, competition in product and market high degree of homogeneity of the situation, whether based on company resources and the environment, changes in consumer buying psychology and behavior, rather than gain a sustainable competitive advantage through price or promotional strategy, design a high-efficiency, high efficiency, benefit-sharing marketing channel structure, the internal power source to stimulate better marketing channels, the implementation of effective operation and management, WTM is directly related to the company’s survival and development.In this paper, based on the theory of marketing management theory in marketing channels, based on the author’s experience in the WTM, using a combination of case studies and case study method, by analyzing the current situation WTM company marketing channels, noted the process of selection and implementation of existing marketing channels The main problem is the presence of multiple channels and channel conflict unreasonable level, the simple pursuit of the number of dealers, many low-level dealers are new performance is not satisfactory, loyalty, quality dealers much, dealer development, maintenance costs are high, distributors and manufacturers of step, difficult to synchronize ideas and actions, lack of confidence in the dealer’s production house, is not strong brand appeal, channel members lack the means and incentive measures, promotion of low-level dealers insufficient incentives, they need to strengthen product distribution and marketing capabilities, facilitate their purchase and sales initiative, rather than just from the sales go up assessment, according to the company’s sales goals and the company’s existing resources, especially in the current situation of middlemen to maximize existing competitive enterprises in principle, to make low-level dealers felt standing in the channel, select the channel members do, to recognize shortcomings and the difficulty of implementing complex channel management marketing channels to reduce channel conflict possibility to solve Chuanhuo between different channels, chaotic price problem. From the macroeconomic environment and political factors, economic factors, social and technical factors, competitors and consumer impact marketing channel edge products, services, and other aspects of the psychological needs of marketing channels WTM detailed analysis of its causes. The company’s products, brands, services, prices, promotions, as well as goods, capital, labor, information, marketing and other factors to sort out. WTM’s actual situation on this basis, based on the principles of effectiveness, efficiency principle, the principle of shared interests, in accordance with established local channels influence, speeding up the laying channel speed, to increase efforts to promote a new product the company’s strategic objectives, from the channel design, organization, incentives, proposed to strengthen the control aspects of marketing channel management WTM specific suggestions for improvement, in order to adapt to market trends and to establish the company’s future development needs of marketing channels, and provide reference and basis for other corporate channels decisions.