Study On The Marketing Channel Management In CC Company

At present,the scientific research instrument market is one of the most high-profile industries in the world.As one of the most active global industries with the degree of trade,the competition in the international scientific research instrument market is extremely fierce.In recent years,China’s economy has achieved rapid development with the support of national policies.Major instrument companies around the world have set their sights on the Chinese scientific research market,and the market capacity of Chinese scientific research instruments has been increasing with the global attention and has become a key market of global attention.With multinational enterprises entering the Chinese market one after another,the number of domestic instrument manufacturers and instrument agent companies is increasing rapidly,and the market competition is becoming increasingly fierce.At the same time,the lack of planned channel marketing strategies and limited marketing channel management level of many instrument companies has greatly affected the sustainable development of enterprise scale.CC company is facing the same problems in their current development.As a bridge connecting products and users,the marketing channel is particularly important for companies to choose efficient channel management and perfect channel strategy in the competitive market,and it should also be the content that every company pays special attention to it.This paper first analyzes the research background and significance of the subject,and then makes a detailed introduction based on relevant theories.Through the study of Michael Porter’s Five Forces Model,SWOT analysis of CC company’s current marketing channels of the Macro competitive environment and industry environment.Starting from the management of various levels of the current channel,and carry out a questionnaire survey on customers,to make a specific analysis of the problems in the channel management of CC company and summarized its reasons.And put forward the optimization measures and programs according to the optimization principle,sorted out the system.Finally,from three aspects the human resources guarantee,financial cost guarantee,information technology guarantee to ensure the implementation of the optimization plan.Through the study of this paper,it is expected to provide managers with feasible,optimized and efficient channel management strategies in the process of channel management,to improve the company’s comprehensive competitive strength through the improvement of channel efficiency.