Research On Optimization Strategy Of ZDDT Marketing Channel

Nearly60%of the total sales revenue results from the channel sales. However, the current channel system seems to be unable to satisfy the future the strategic development with the continuing sales growth. With the help of channel design theory and tools, this essay analysis the problems of ZDDT company in the design of the channel structure and channel management system, propose the corresponding optimization program to make channel operation more standardized and sustainable.This essay analyzes the current situation of the company, including strategic focus, product feature and sales mode, esp. the channel operation. Then, the strategic focus, channel policy and resource allocation of our major competitors are also studied in depth followed by external market research.Then we use the channel management theory and tools to analyze channel gap, channel density and length, so as to find out the existing problems, such as the incomplete coverage of channel and unreasonable sales organization settings, resulting in the internal and external conflicts, low operation efficiency, no systematic procedures and so on.Concerning these existing problems, the corresponding optimization plans are proposed to adjust the channel density. Some tiny channel should be removed to lower the operation cost, and meanwhile, new channels should be explored to increase the competition among channels. Once the channel sales organization is adjusted, the internal conflicts will decreased to raise the management efficiency. We also need to draft a new channel management policy, including channel grade, performance evaluation, training, and certification.Last but not least, we should set up a complete IT system to ensure the policy execution and team member information communication. Then the conflicts among channels can be reduced and the operation efficiency can be improved.Through this study, I wish to find a best solution for a company with rich product line and different kinds of channels to improve operation efficiency and finally realize the strategic target.