Research On The Optimization Of Distribution Channel Of 'T' Company

With the adjustment of economic structure and the coming of many international companies,lubricant market competition is getting more intense than ever.Some domestic lubricant companies,especially SME(Small and medium enterprises)are confronting the increasing human resourse cost and higher price of raw material.So distribution channels of product is getting more and more important.Whoever holds the efficient,and low-cost distribution channels can gain the market.‘T' company is investigated and researched in this paper.The target for it is to optimize the development of ‘T' company,and find out the problem caused in the distribution channel of ‘T' company according to researching the current situation of the distribution channel of ‘T' company.Then,finding out the reason for the promblem and offering optimization strategies.This paper analyzes the current situation of the distribution channel of ‘T' company and find out the promblem caused in the distribution channel arrording to the structure design theory of distribution channel and the theory of middleman management.Then,analyzing the questionnaire survey according to descriptive statistic,analysis method of reliablity and validity.The influencing factors include indirect and direct channel management,limitation of the market.Putting forward five optimization strategies,including the optimization strategies about regional structure of distribution channel and conflict between channels,widdening the channel of distribution channel,optimization strategies about dealer management method and direct channel,This paper comprehensively analyzes the distrubition channel of ‘T'company according to the method which is combining theory with practice.It can improve the current situation of the distribution channel of ‘T' company to a large extent.On the other hand,this paper is beneficial to other middle-scale and small-scale companies in lubricant industry to some extent.