Research On The Marketing Channel Strategy Of Yunan Jindie

With the intensification of market competition, the management of marketing channels has become an effective way to obtain the competitive advantage of enterprises. Kingdee International Software Group was established in 1998 in Yunnan Province branch, the initial model is mainly dominated by direct sales. Sales of products are also more in line with KIS products, mainly for small and medium enterprises. Kingdee group since 2003, the marketing channel strategy adjustment, give up the small and medium-sized enterprise ERP product sales and customer service service, the market of small and medium enterprises to partner management. In 2008, Kingdee group channel strategy changes, qualification in accordance with the product line division of dealers, some products for a sole distributor in a province, some products for a large number of dealers in the same province. In 2011, Kingdee group channel strategy is adjusted, each dealer product order discount of national unity. The higher the level of authorized dealers, more complete channel rebate task. In 2012, Kingdee group channel strategy has been adjusted, the general product adopt unified national exclusive distribution pattern. Each of the provinces for 1 to 2 with Kingdee partners engaged in the distribution business requirements.Yunnan Kingdee marketing channel strategy after many changes, but have not yet achieved remarkable results. Channel management is still facing the channel strategy is not clear, channel conflict, channel efficiency and other management issues can not be assessed. Related theories based on their own experience, marketing channel management and Research on Yunnan Kingdee ERP marketing channel from the channel environment analysis, target identification, channel selection strategy, structure and design of channel member management, efficiency evaluation and adjustment of these management provides a set of theory and method of operation.In this paper, the combination of theory and practice, qualitative analysis and quantitative analysis methods, provide some constructive opinions and suggestions on the Yunnan Kingdee ERP marketing channel management, but also has a certain reference value to the suggestions for other domestic ERP manufacturers marketing channel management.