Research On Improvement Of Marketing Channels Of TJTG’s Marine Communication Equipment

With the development of communication technology, marine communication equipment, one of the indispensable ship appliances, have been playing a crucial role for navigation safety. In the marketing process of marine communication equipment, marketing channels have gradually become a key factor for a company’s market success. Researching market channels of marine communication equipment could be able not only to make up for the shortage of current research in this field, but also to help guide the practical work for related companiesAfter investigating and analyzing the overall domestic market condition and the current situation of TJTG’s marketing channels, this paper points out specific problems such as chaotic management, late information feedback, intense channel conflict and so on. Analysis shows the causes of these problems are:the unreasonable design in the channel structure, the uneven coverage levels and insufficient flattening degree, the objective difference in the channel behavior, the scarce resources, the decision-making gaps, deficient maintenance and inadequate incentive in the channel management and so on.On the basis of above analysis, the principles, objectives and specific adjustment measures in channel optimization design has been further clarified. Furthermore, this paper discusses the solutions of marketing channel conflict from perspectives like brand building, systems constraint, distribution outlets and handling competition. Finally, corresponding countermeasures are given in channel maintenance processes, work content and incentives for each level dealers. By implementing these measures, TJTG can significantly improve the market competitiveness, achieve better economic returns, and it is profoundly meaningful and helpful for other domestic marine communication equipment manufacturers.