W Company Marketing Channel Problems And Their Improvement Research

Along with the ever increasing rate of urbanization in China,the water supply industry is in a favorable position to take advantage of the opportunity to increase development.The entire industry's development has realized major untapped market potential,and as such market competition has become increasingly fierce.In this kind of intensely competitive market,industries that wish to enjoy a preeminent position must possess a willingness to compete at their core that cannot be matched by other companies.The level of product homogeneity currently in the water supply industry is more critical with every passing day.Most players in the industry adopt the low-cost strategy to gain market share and employ very much the same marketing methods.Under current circumstances,the role of distribution channels in the water supply equipment manufacturing industry is increasingly important.This is because when compared to the product and the marketing strategy,the industry's marketing channels are not easily reproducible.At present,for industrial products,and for the water supply equipment industry in particular,research in the field of distribution channels is incredibly lacking.However,because of the peculiarities of the products,the customer base,and sales models are very unique.Because of this,the management of water supply equipment distribution channels must be take measures that fall in line with local circumstances.W Company(for the purposes of protecting trade secrets,this paper withholds its full name and will just refer to it as “W”)is a well-known high-tech company in the supply of equipment to the manufacturing industry,particularly specializing in water equipment R&D,manufacturing,and sales in Beijing.Founded in 2007,W assumed responsibility for the country's strategic research project developed during China's twelfth “Five-Year Plan” where,amongst amongst others,major scientific and technological projects and special water projects are discussed and agreed upon.Specifically,W took on the task of developing and industrializing a new type of secondary water supply,to support the writing of five national industry standards,and has become a key enterprise in the water supply equipment industry.Facing favorable development opportunities,W Company has developed more than 300 agents throughout the country.While gradually increasing its ranks in agents,W's agent management system has also exposed some problems.For example,the agent's access mechanism is incomplete,agent training is insufficient,and incentives are lacking.These cause a series of severe problems including huge price wars that lead to a race to the bottom.These kinds of issues have seriously hurt W Company's brand image and corporate interests.Solving these issues have become a huge focus of the company.This paper makes use of the combination of both theoretical knowledge and practical experience as well as the doctrine of channel management optimization.Furthermore,this paper emphasizes channel members and proposes channel conflict management solutions.Suggestions are also raised for how to deal with user management,the development of agents,and establishing distribution channel risk alerts.By studying this paper,one will be able to learn about the present conditions of the water supply equipment industry.Furthermore,one will be well acquainted with W Company's development course and the the market's peculiarities,especially when facing extremely favorable market conditions.This paper goes into many details about how these conditions can give rise to the raped expansion of the scope of agents and how this can lead to a string of negative factors which possess immediate practical significance.We believe all water supply equipment manufacturers and even other industrial manufacturing companies could benefit from these case studies and draw many lessons that would be applicable in their fields.