Research On Channel Member Management Strategy Of M Company

Recently,China's real estate market has maintained stable development.Under the influence of the country's flexible regulation policies,real estate investment has been generally stable and maintained a rapid growth.Whereas with the impact of aging population and other factors,the real estate market demand is gradually leveling off.Due to the rise in house prices,decline in sales volume,and the increasing development costs of real estate enterprises,The real estate companies should pay more attention to the cost control to preserve profits.As their supplier,building materials companies are also trying to follow up the demand of real estate companies,which is called "cost oriented".M company was studied in this paper,which is a foreign-funded enterprise that has been in China for more than 25 years.It is also in the development stage of reducing cost and improving competitiveness.This paper studies and analyzes the existing problems and promotion strategies in the channel member management of M company.According to the theory of marketing channel,the questions were analysed,including channel structure,channel relationship and channel evaluation.By using the questionnaire survey,literature research and statistical analysis,it is found that the channel density in the channel member management of M company is not rational,the channel evaluation absent,the risk of channel cooperation and the aggravation of channel conflict.In order to effectively solve these problems and improve the channel efficiency,specific strategies for channel member management and optimization are proposed :(1)optimize the dealer structure,solve the problem of excessive channel density,support channel coverage of dealers in weak areas,and promote blank market performance;(2)guide reasonable channel cooperation,improve channel efficiency,control the boundary of channel alliance,and reduce channel risks;(3)improve price management,reduce low-price competition,optimize project allocation mechanism,and resolve channel conflicts;(4)establish channel assessment standards,institutionalize the assessment effect,make reasonable assessment forms to comprehensively improve the assessment effect.This paper hopes to help M company improve the effect of channel management,improve the competitiveness of the enterprise,and achieve more long-term development through the research of its channel member management strategies.At the same time,it is hopely to provide reference for other building materials manufactores and companies.