A Converter Foreign Company Dealer Management Improvement Research

A inverter distributor is a bridge to communicate between frequency converter manufacturers and customers, and is an important part in the inverter industry. As China's slogan, Energy Conservation and Emissions Reduction, shouted, relative industries of green energy have developed continuously including inverter industry.As diversified competition is all over market, price competition is ineffective. Many competitors focus on distribution channel that is difficulty imitate and replication. With the rising of the frequency converter market, distribution channel problem is also complicate. Distributor is one of the most important participant in distribution channel. The margin of distributor and retail is lower. Quite a number of distributors' profit is low, due to the expanding network and competition. How to improve distributor's profitability the earnings grow synchronously? To solve this problem, we need to conduct thorough research to distributor management and business optimization. Inverter manufacturer is to be solved problem that do strengthen the inverter distributors management under this background.The innovation of this article is putting forward a point that is increasing profitability of distributors by developing more profitable big customers and promote the achievement of company A's enterprise strategy through the growth of distributors revenue and profit. The paper put forward optimized measures of channel management based on the needs of distributors, evaluating dynamically the effect of the implementation and continuous optimize. Under this construction, this thesis will use five chapters to particular illustrate how to improve the distributors management. First chapter introduces the research background, significance, object, methods, struction, thoughts and main contribution. Chapter two introduces relative definitions and theories of distribution channel construction and management. Chapter three reviews the situation of the inverter market in Chinese 2014, then introduces company A's sales situation in Chinese market, distributors management situation, channel management situation and business situation. The fourth chapter analyzes the problems of distributor management. The main results are the earnings continue to decline, the loss of salesman, to be improve customer satisfaction, unbalanced business development. To solve these problems the article analyze deeply causes of the problems. The causes have big factors with strategy, brand image, channel system. From the analysis of first fourth chapters, Chapter five give the improvement measures, analyze requirements of distributors and clear goals of channel improvement. The goal is improving distributors' profitability simultaneously increasing Company A's market share. Based on this target, we make four guidelines for distribuor improvement management, which are aligned with company A's strategy; promote the growth of profitable business; increase customers' satisfaction and improve measures continuously. Under guidelines, we make some measures, such as optimization channel structure, optimization channel member selection standard, strengthening distribution conflict management and etc. At the same time, evaluate the effect of improvement measures. When it is necessary, promote the measures implementation by on-spot guidance. According to the feedback of the execution circumstance, optimize continuously measures and ensure the measures are feasible and effective.The research results of company A, a top ten manufacturer of inverter, is a reference for the other inverter brands. Meanwhlie, the capability of distributors management is weaker compared local brands with foreign ones. We hope that more and more inverter enterprises can have innovation ideas in distributor management, optimize constantly the business and promote our country's inverter industry toward sustainable prosperity together.