The Marketing Channel Management Of S Company

S company is a manufacturer of new energy automotive power assembly parts.The development of S company is facing challenges because of the changes of national policies and market competition conditions.This article studies the marketing channel management of S company,finds out the problems and makes reasonable plans.Firstly,the concept and theory of marketing channel management are sorted out,and three aspects of marketing channel management are summarized: marketing channel design and planning,marketing channel behavior management,and marketing channel performance evaluation.Then it analyses the current situation of marketing channel management of S company and finds out the problems in three aspects of marketing channel management content.This process uses PEST analysis to analyze the external environment of S company's marketing channel,and uses 4R theory to analyze the channel relationship of S company's marketing channel.Through the analysis of the current situation of S company's marketing channel,three aspects of the content of S company's marketing channel management are found out: the design and planning of marketing channel,the management of marketing channel behavior and the evaluation of marketing channel performance.Before formulating S company's marketing channel management plan,the purpose and principle of S company's marketing channel management plan are clarified,and the train of thought of S company's marketing channel management plan formulation is educed.Finally,according to the previous theoretical introduction,current situation analysis,the confirmation of the idea of formulating the plan,the paper formulates the plan for the three aspects of S company's marketing channel management content: marketing channel design planning,marketing channel behavior management and marketing channel performance evaluation.The research of this article is limited to the insufficient length and width of marketing channel with S company.The main reason is that the product has certain technical content,and the marketing of the company adopts the way of facing customers directly,so the research of this article is not deep enough in the content of marketing channel management.But it is hoped that the research on marketing channel management of S company can help the development of the company.