Research On Distribution Channel Strategy Of Yunnan XN Cement Co.,LTD

At present,the domestic cement industry overcapacity,industry threshold is low,the production process is generally relatively backward,these problems force the cement industry to face fierce sales competition pressure.The upcoming industry reshuffle makes each cement company realize that only by doing a good job of distribution channel management can they maintain and continuously improve the competitive advantage of their products in the market.Efficient distribution channels are conducive to the sustainable development of enterprises,so the research on distribution channels has become one of the focuses of modern marketing management.How to build an efficient and stable distribution channel has become the focus of enterprise management.This paper takes Yunnan XN Cement co.,LTD.as a research sample,and systematically reviews the relevant theories of distribution channel management on the basis of elaborating the sales background of cement industry,the significance and content of this research.This part first introduces the definition of distribution channels,the design and operation modes of distribution channels,the management methods of distribution channels,and the conflicts faced by distribution channels and their relationship management.In this part,the focus of previous literature research in China and the west is reviewed.The main theories involved include channel conflict theory and relationship marketing theory.Then,the author use "potter five model","internal and external environment factor analysis and other methods of Yunnan XN Cement co.,LTD.,distribution channels are analyzed in detail,from the environment in the cement industry of China to the status of the cement industry in Yunnan province to Yunnan XN Cement co.,LTD.,the current marketing status quo,from big to small,from the macro picture to the company specific operating conditions,step by step,the internal and external environment of the thorough analysis and comparing with its main competitor analysis,from the strength of competitors,to repair the short board of self management.With Huaxin Cement,Conch Cement,Red Lion Cement and other major competitors after comparison and analysis,the author summarizes the Yunnan XN Cement co.,LTD.The main problem in terms of distribution channel distribution channel structure exists conflict,distribution channels,market coverage is not reasonable,distribution channel management mechanism is not sound and the frequent phenomenon of transregional distribution channel conflict problem.Finally,the author mainly starts from the distribution channel design,distribution channel management,distribution channel conflict optimization and relationship management,and achieves the goal of arousing the new vitality of distribution channels through the optimization of the above contents.From the perspective of the specific distribution channel design,the author believes that Yunnan XN Cement co.,LTD.should optimize the distribution channel structure in the distribution channel design,and shorten the channel length and broaden the channel width in the distribution channel structure.In the optimization of distribution channel management,the author believes that enterprises can optimize the distribution channel members,the distribution channel assessment and the distribution channel incentive.In the optimization of distribution channel members,the first-level dealer evaluation rating table is used to select the members.In the aspect of assessment,the annual assessment rating table of channel members was established.For the incentive of distribution channel,economic incentive and service incentive are mainly adopted,supplemented by other external incentive measures.In terms of conflict optimization and relationship management of distribution channels,specific measures such as the installation of GPS positioning system and vehicle load system and the strengthening of price system can effectively control the possibility of conflict in distribution channels.Finally,it is necessary to strengthen relationship management while building a set of efficient,stable and complete distribution channel network,so as to help enterprises gain an advantageous position in future cooperation.The research of this paper is not only conducive to the continuous optimization of distribution channels of Yunnan XN Cement co.,LTD.,but also to improve the performance of the enterprise and maintain its continuous market competitiveness.At the same time,the analysis and optimization of distribution channels of Yunnan XN Cement co.,LTD.is conducive to other cement enterprises to better analyze the shortcomings of their own distribution channels,and to help industrial enterprises out of the existing difficulties in distribution channels for reference.Starting from the construction and optimization of distribution channels,the contradiction between supply and sales in the current industry is faced squarely,which is more conducive to helping the cement industry to provide new ideas and new modes of operation.