Research On Marketing Channel Management Of Guangzhou Blue Moon Co.,Ltd.

With the increasing competition in the daily chemical product market,companies began to adopt a variety of marketing channel to compete.Marketing channels become increasingly important in enterprises management,and the key for the daily chemical products enterprises to occupy larger market share and achieve long-term development.The management of marketing channel has been the top priority of the daily chemical product enterprise.With the upgrading of market competition,daily chemical product enterprises' marketing channel management mode has gradually improved.The use of former marketing tools such as 4P(product,price,palace and promotion)to obtain competitive advantage and promote the development of their own way is becoming more and more difficult,in the contrast,channel marketing becomes the key for the enterprise to improve the level of competition and threshold,obtain continuous competition.Therefore,marketing channel management of daily chemical products has played an increasingly prominent role in the enterprise management.This paper proposes Guangzhou Blue Moon Company's marketing channel management,through discussing the present situation of the company's marketing channel management,and analyzing the causes of the problems,then proposes targeted suggestions.This paper first overviews relevant theories of the marketing channel management,including structure,marketing channel marketing channel the trans-regional credit management,marketing channel management,marketing channel conflict,the introduction of performance management related theory of marketing channel,and then interviewed the top managers of Guangzhou Blue Moon Company,analyzes the interview results to study the present situation of the company's marketing channel management,diagnoses the current problems existing in the blue moon marketing channel management,and to analyze the deep reasons,finally to propose suggestions for Guangzhou Blue Moon Company marketing channel management,and briefly described its enlightenment to the industry.Through the study,it's showed there were many problems in Guangzhou Blue MoonCompany marketing channel management,such as the channel structure is too simple,severe channel conflict,credit management is weak,the trans-regional problems.The related causes of these problems include: Guangzhou Blue Moon Company developed offline to push the personnel and simplified the architecture of the direct selling team;Poor proxy network control,channels stability is not strong,channel conflict caused by price and discount is serious;The neglect of the credit management of enterprises and the channel information management is not enough(including customer information management,information management,product sales information management)of the channel member credit management is weak;Channels of the price system is not standard,personnel quality is not high,approval of single line is not strict,channeling goods problems caused by too high sales goals.