Optimization Research On Marketing Channel Of Wartsila China Corporation

Marketing channel has become an effective competitive weapon for Wartsila China Company to get competitive advantage.This paper carry out the specific research of the optimization of marketing channel combines's actual situation of the company.Firstly,this paper introduces the research background,significance and purpose of Wartsila marine diesel engine marketing channel management.Secondly.this paper puts forward the research content,research methods the research framework on the basis of elaborating the existing literatures.And then expounds the importance of marketing channels and main theory of marketing channel management.This article,through the analysis of the current marketing channels of Wartsila marine diesel engine products,especially from the outside environment of the company,proposes the problems of Wartsila's marketing channel through questionnaire analysis.Then,this paper analyses the political,economy,society and technology environment use the method of PEST,and proceed SPACE based on EFE and IFE to obtain Wartsila company's marketing channel's optimization adjustment direction.and proposes the optimization projects based on the principle.and proposes relevant safeguards accordingly.In the end,this paper gives relevant conclusions and recommendations.This paper finds that:(1)Wartsila should choose aggressive marketing channel development strategy to expand the marketing channel;(2)Wartsila should establish the indirect marketing channels to expand the market sharing,and step into new market.Meanwhile,Wartsila should combine the direct marketing channel with indirect marketing channel;(3)Wartsila can optimize its marketing channel through the adjustment of organizational structure,choose the rational channel numbers,establish channel performance evaluation project and channel information system.Wish that this paper's research could improve Wartsila's current marketing channel situation,and improve its core competitive.On the same time,we hope the finding of this article could help the other company's marketing channel management too.