Research On Channel Planning Of CRM Products Of HC Company

With the wide use of Internet,big data,artificial intelligence and other technologies in every field,the CRM product company of SaaS(Software-as-a-service),which provides services including software,hardware,network,implementation and after-sales,and users pay rental software service fee on demand,is facing the opportunity of rapid development.Faced with new challenges and threats,HC established its Channel Department in 2015,which is responsible for the construction and operation of the company's channel system.Since the establishment of Channel Department,some achievements have been made in the construction of channel system,and problems such as unclear selection of channel partners,inadequate training of distributors,small survival of distributors,small scale of customers and unstable team of channel department have also been encountered.Faced with new challenges,it is necessary to carry out systematic research on CRM product channel construction of HC company.Firstly,this paper makes a deep analysis of HC company's basic situation and channel status quo.The problems of inappropriate selections of distributors,inadequate training of distributors,weak sense of belonging of employees and inadequate awareness of senior management have hindered the construction of marketing channel system.From the perspective of internal environment analysis,this paper expounds the necessity of marketing channel system planning.Then it makes a deep analysis of the current situation,trend and competition of SaaS industry and SaaS CRM industry.CRM market opportunities and risks coexist.Based on the analysis of internal and external environment,the feasibility of HC's channel planning scheme is discussed around the company's three-year channel business objectives.In order to implement the channel planning plan smoothly and achieve the goal of the company planning,the safeguard measures of the channel planning are elaborated from four aspects: channel fine management,internal consensus,organizational guarantee and operation system,and corporate culture guarantee.