| Fault diagnosis of equipment industry in China after more than30 years of development the products of different enterprises are highly homogenous, to achieve competitive differentiation and win the market, the marketing channels played a decisive role, is the cornerstone of enterprise survival and development, the relationship between the enterprise running smoothly or not, and the future direction of development.Marketing channels become the cornerstone of the survival and development of enterprises, the relationship between the running smoothly or not and the future development direction. In the market competition is increasingly intense today, rely on the relative advantages of products has been very difficult to win the market, channel has become the enterprise to obtain the competitive advantage, an important tool to enhance the market share. Channel strategy has an important status in the whole marketing strategy framework,selection and establishment end management of distribution channel plays an important role in the enterprise product marketing. How to aim at the product design for their own marketing channel,how to efficiently use channel to engage in product marketing, has increasingly become the key problem of the enterprise sales work.This thesis takes A company as the research object, in the marketing channels of the relevant theory and research under the guidance, the internal and external environment of the company, starting from A, using the method of SWOT design, the company marketing channel selection of channel members, channel management. Do a detailed analysis, pointed out the existence of marketing channel of A company problems and solutions. First of all, a comprehensive evaluation on the present situation of the marketing channel of A company, describes the company’s existing marketing channel mode, status, reveals the causes of the existing problems and channels. Secondly, with improvement scheme of A company’s marketing channels, combined with the actual situation of the company from the manufacturers point of view, the quantitative comprehensive evaluation method applied to evaluate the marketing channel performance, established the basis for the management of channel members. Finally, put forward the marketing channel improvement scheme and the concrete implementation method. Hope that through this study, to provide strategic decision the future enterprises channel management, improve enterprise cohesion and competition channel, standardize the market behavior of channel members, improve the enterprise marketing channel operation process continuously, to realize win-win stage business and channel members. |
