The Research Of Southeast Asian Market Channel Management Strategy Of R Company

After experiencing rapid economic development over the past two decades,mobile digital industry has flourished and mobile phones are common and popular now.The corresponding accessories industry has developed rapidly.At present,there are many domestic mobile phone manufacturers,and the mobile phone market has formed fierce competition.With the gradual standardization of the market,the competition in the mobile phone market has become more severe,and the mobile phone accessories market has become saturated and even oversupply.However,in the international market,especially in the economically rapid development regions such as the Southeast Asian market,it is in the high-speed development stage of mobile digital products.On the whole,the demand is relatively large and the competition is relatively small.More and more Chinese mobile phone accessory brands are trying the strategy of going global.However,in the process of implementation of this strategy,they have encountered many channel management problems.This paper attempts to use the marketing channel management theory and my years of experience in Southeast Asian marketing,to analyze the internal and external competition and current marketing channels of the R Company I serve in the Southeast Asian market,and find out the problems existing in the marketing channels of R Company in Southeast Asia.That is to say,it lacks of systematic planning in channel design;in terms of channel member selection,there are insufficient development capabilities,and there are not enough channel members to match;in terms of channel incentives,there is no reasonable method to promote channel members to work together;In terms channel adjustment,R company is passively adapting to the development of the market,and cannot adjust the changes in the market.There are also a series of problems in internal team management,such as the unscientific product planning process and the unclear incentive system for sales personnel.Now we combined with marketing objectives of R Company to make channel optimization design from the following aspects,such as channel design,channel member selection,channel incentives and channel adjustment,internal products and team management.In terms of channel design,R company can optimize the length,width and depth of the channel,and build a channel strategy suitable for the current development of R company;in terms of channel member selection,R company can take the strategy of using the selling channels of famous Chinese mobile phone brands to promote their products,adding OEM members and other aspects to select and increase channel members to cover the whole market;in terms of channel incentives,it is necessary to use direct and indirect incentives to promote distributors with a clear incentive system;in addition,to adapt to the needs of the market,R company shall adjust the channel situation quickly instead of passively waiting.Finally,put more efforts inn marketing,and make recommendations from the company's own product development process management and personnel management,develop product process scientifically,set up clear personnel incentives to help R companies effectively develop and manage Southeast Asian markets,and improve company sales.Meanwhile,it also can provide reference for companies in the same industry.