The Sales Channel Management's Strategic Research Of O2 Micro Technology Company

With the development of economy and the progress of the society,along with the development of network information technology and the advent of the era of economic globalization,great changes have taken place in every walk of our country.In any industry,to adapt to the market change of the channel and channel management question has become the enterprise continues to concern.And electronics industry in our country at present is the key period of integration and development,for electronic products enterprises,how in the fierce competition in the industry and the change of market environment adjustment,accurate to complete the design of the channel,reasonable use of channel policy right channel management,become the important subject of enterprises at the present stage development.This article in the framework of the marketing theory,the comb through channels of concave and convex technology company on the basis of the reform process,the channel mode selection of O2 Micro technology companies,management methods and channel conflict problem has carried on the comprehensive interpretation and analysis.Paper gathered a O2 Micro technology in recent years,the company's sales data,combining the reality of competition in the market,using the theory of marketing and channel management knowledge,found that bump technology companies in the network after the creation of new channels such as sales and agent sales channel change,the existence of market channels of information analysis and design is not reasonable,backward and the channel conflict management method and a series of problems.Paper based on the status quo of the company and expounds the reasons of the existence of these problems in detail and diagnosis,and combining the reality of O2 Micro technology company,flat channel structure is put forward,in order to strengthen the management of channel members,improve the method of channel management,suggested measures,such as conflict management mechanism to maximize the efficiency of channel.Paper can provide some channels of ongoing reform and channel running problem of electronic products enterprises,in the channel reform to provide some useful reference and reference.