The Research On The Improvement Of Marketing Channel Management Of MQ Company

With the sustainable development of China's economy,people's living standard continuously improved.Besides,as the policy of vehicle purchase tax reduction is implemented,there comes an emergent enthusiasm of people for household car.Until the first half of 2017,the number of China's car ownership has reaches 205 million which has created a huge Post-Service market of Automobile and this also result in a sharp increase sales of tire which is an important wearing part of auto.As the leader of world tire industry,MQ company has not only excellent tire products but also has rich channel management experience since entering China.But the MQ channel management also is faced with some difficulties and challenges under the national conditions in China.This article conduct thorough research for MQ channel marketing and strategy,summarizes and extracts the successful experience of tire channel development and gives the corresponding solution measures and solutions for existing problems.On the one hand it can provide further theory support for optimized development of MQ channels,on the other hand,it can offer reference for channel construction and development of the tire enterprises in our country which in hence can also make due contributions to the development of national industry.In this paper,the problems of the tire market are specifically analyzed by doing research on marketing channel the STP analysis theory,the theory of 4Ps marketing combination and channel conflict related theory,being based on the management of all levels of the current channel of MQ company,such as manufacturers,wholesalers,retailers.These problems are concluded as follows:unreasonable business policy,decrease on retailers satisfaction,ignorance on existing sales channels by e-commerce and the lack of efficient management on commodities fleeing.The thesis digs out deep causes and provides the solutions and strategies to ensure that corrective action is carried out.These solutions conclude making appropriate channels business policy,strengthening the incentives of retailers,enhancing e-commerce network marketing channel construction,reinforcing the management of channel and strengthening wholesalers personnel management.All these measures are ensured from four aspects:organizational guarantee,manpower supportability,institutional guarantee and product assurance.Through the analysis of MQ company marketing channel management,the author find out the crux of the problem,and introduced the reasonable mechanism on policy of channel business.The first-hand information of the problems and real appeal of large retailer customer is based on visit to retailer in different cities investigating and discovering the problems in retailer store,such as personnel,management,and so on.Meanwhile,retailer's sales profits were increased and satisfaction of consumers were enhanced through meeting the demand of different consumer's shopping experience.This result contribute to the strengthening of fleeing commodities management,incorporation of network sales channels into the company's formal management system,provision on sole products to network sale,and the reduction of the conflicts between different online and offline sales channels.As a result,this will make sure the profits of any level of the channel and price stability.Network coverage constantly strengthen flat retailers channel and rural market reaching the target of market maximization and consumer satisfaction.