Research On Optimization Of ZH Company Marketing Channel Management

With the rapid growth of China's modern economy,social informatization has made remarkable development and progress.However as the basic PC industry of information hardware,it is faced with the situation of market share saturation and the intense competitive situation of the industry.ZH company,as the distributor of ThinkPad notebooks in hebei market,is also facing a severe test in the overall PC industry showing a gradual decline.It is getting harder and harder to gain competitive advantage by simple price and product.So formulate marketing strategies which suitable for enterprise development,resolve the conflict between the parties and implement channel incentives has profound significance for the future benign development of the enterprise.This paper combines theoretical research with empirical analysis,taking the hebei ThinkPad channel of ZH company as the research object,through the detailed analysis of the macro environment and the competitive environment of ZH company,understand the basic situation of ZH company operating ThinkPad product industry and summarize the main problems of the ZH company's current marketing: regional distributor quality is not high,the organizational structure of the company is unreasonable,low profitability of channel structure and the market penetration problem is serious.By analyzing the cause of the problem,based on new 4P of the modern marketing,according to the development needs of ZH company,put forward the strategy of channel optimization,make optimization from four aspects: improving personnel capability,optimizing the company's process,increasing the source of marketing projects and increasing the performance evaluation of preventing channeling.At last,put forward the implementation safeguard measures after the company optimization the is optimized.In order to realize the sustainable and healthy development of ZH company,we should provide guarantee support from three practical implementation methods: increasing incentives methods,establishing monitoring mechanism and enriching marketing activities.