Research On The Marketing Channel Management Of KM Company

Driven by the market economy development,the competition between environmental-monitoring companies is becoming more and more incentive.And aiming for a better competitive position,each company is striving for new products development and category extension.However,the entire industry still faces severe problems-homogenization and high transparency of profits-which makes it increasingly difficult to achieve competitive advantage that simply from products roadmap,pricing or promotional activities.Acting as the bridge between product/service and consumers,marketing channel plays a very important role in the serious competition,and it brings with focus on effective channel management,strategy optimization and lower management cost.How to improve the channel management and how to strengthen core competence is now pretty much the agenda for each enterprise.This paper gives general addressment of related theories after the introduction of the research background and implications,analyzes the internal and external competition with PESTEL analysis,Poter's Five Competitiveness Model tools and comes up the chance-threat of company KM.by analyzing the build process and management scenario of market channel,together with channel management related theories,this paper teases out the issues of the target management of market channel,management pattern,channel design,partner selection,conflict management,incentive mechanism and performance evaluation,and finally comes up optimization solutions.It's expected that this pager can support with certain lessons-learn for those who are trying to optimize their channel management,and result in competiveness improvement.