Research On Marketing Channel Management Of Sonel Company

Modern marketing channel and brand as an intangible asset of the enterprise, in the commodity quality is the same today, many enterprises will have the strong ability of marketing channel as an important development strategy. And the management of marketing channel is the bridge between enterprises and the development of intermediate business of long-term partnership. Through the establishment of close, long-term friendly partnership with various intermediaries, the rational allocation of limited resources, plays an important role in improving the performance of the channel.Current marketing channel and commodity brand have been taken as an intangible asset of the enterprise. With the trend of inherent quality of commodity being same, many enterprises take the strong ability of marketing channel as an important development strategy.And the management of marketing channel is the bridge of long-term partnership between enterprises and intermediaries. The establishment of close, long-term friendly partnership with various intermediaries plays an important role in rational allocation of limited resources and improving the performance of channel marketing.For enterprises, marketing channel is not only the means of sales, but the competitive weapon of enterprises, and is an important way to build the core competitiveness. For industrial marketing, marketing channel is critical to the enterprise survival. The reason of the marketing channel is so important for a company is that the globalization of economy makes the production technology can be quickly transferred from one company to another company,the capital can be conveniently transferred to the industries and regions with high profits and low cost. The overall procedure from design to manufacturing, to specialized division of sales makes the product differentiation or low-cost competitive strategy cannot be sustained.Moreover, the promotion means is very easily duplicated by competitors, therefore it is not possible to bring advantage for enterprises. Due to long time cycle for building marketing channel, large investment and log time collaboration with channel partners, the channel advantage of enterprises is not easily imitated by competitors in short term. Therefore, the marketing channel is crucial to the enterprise.In the 1980’s, not paying enough attention to equipment research and development in the instrumentation industry for many years, the industry requirements for advanced equipment because of the rapid development of China market, as well as the rapid growth of Sonel company, all of these made a large number of foreign equipment get the big opportunity to develop. In recent years, the consumers tend to buy products with high cost performance, the competition of high-end instrumentation industry will become more intense, so how to make effective marketing has become the primary problem of Sonel company.The specific analysis and research on the construction of marketing channel according to the practice of Sonel are presented in this paper. The main content of this paper is to summarize marketing channels and channel management according to the development process of the formation of marketing channels; make clear definition of channel management innovation; adapt to the state change by getting sustainable competitive advantage from the enterprise, propose system integration technology of channel innovation aiming at the environment change analysis of dynamic channel management. Using the data collection method, investigation method, on-the-spot investigation method etc.. Through data collection,questionnaire, talking, survey data collected form the object to obtain original data, the analysis of these data and comparison each other, holding the current situation, revealing the existing problems, gives a basic framework of channel management system.The research background of marketing channel management, purpose and significance of research, content and research methods, are introduced at first. Then elaborating marketing theory and the importance of marketing channel from the concept of marketing channels, the channel flow and function and channel management theory. The suggestions are gotten based on the analysis of Sonel’s marketing channel management, including the macro environment of marketing channel construction, the factors of market competition, intermediate factor and enterprise factors, through the analysis of marketing channel management situation,organization structure and function division of the market, channel structure, channel flow tube analysis, management of channel members, channel relationship management and the performance of the marketing channel management. the suggestions mainly focus on the channel objectives and guiding ideology, organization, mechanism and channel management and channel performance management. The Sonel should get development by getting credibility from the distributor, on the other hand, we should continue to consolidate its own brand building. The Sonel should strengthen the publicity and spreading for product and technology, establish and improve the regional sales center, direct sales and sales assessment on distributors. The Sonel should focus on the achievement of application target in the occupation training of sales staff. The Sonel should make the training on theory and practice for sales staff who participate in marketing. All of these can ensure the Sonel company to get a firm foothold in the fierce market competition.The value of this research is to promote the marketing performance growth of Sonel,create competitive advantage, achieve sustainable and great leap forward development through the rational management of marketing channel. This paper systematically summarizes in the 1st chapter the present situation of risk management and procurement risk management development both internationally and domestically in China, and the development trend ofprocurement risk management. It also mentions the necessity of study on procurement risk management, the study content and research method.