Research On Optimization Of Marketing Channel Management Of YJX Company

With the rapid expansion of the application scope of plastic products,plastic machinery has become an important equipment technology industry,but the competition in the industry is becoming more and more fierce.At present,when formulating sales strategies,plastic machinery enterprises usually choose the 4P or7 P management model commonly used internationally,but in the local application of the model,they do not fully consider the actual situation of China’s plastic machinery market and enterprises themselves,and it is easy to have problems in the selection and design of marketing channels.This is not only not conducive to the development of the enterprise itself,but also unable to meet the needs of the market and consumers,which directly affects the core competitiveness of the enterprise.With the intensification of market competition,the development of plastic machinery enterprises is facing huge challenges and opportunities.Corresponding adjustments must be made to adapt to market changes and achieve the strategic development goals of enterprises through continuous changes.YJX company as an industry within a few capable of providing full series of film equipment and solutions leading brand,is a collection of r ＆d,design,production and sales in one of the world famous film equipment suppliers,select it as the research case has stronger typical significance,not only has the representative industry,but also directly to dig out the common problems that exist in the development of the industry.YJX company’s problems in channel members,channel structure and channel control are representative.These problems mainly include: first,the channel member management is not perfect,mainly channel members improper selection,channel assessment loopholes and channel members conflict;Second,the marketing channel structure design is not reasonable,mainly in the marketing channel structure does not adapt to market demand and marketing channel layout is not reasonable;Third,marketing channel stickiness is poor,which is reflected in weak channel relationship management and channel members’ control failure.The reasons mainly come from three aspects:first,the selection and positioning of channel members are not accurate,the channel assessment mechanism is not perfect and the channel members are not unified management;Secondly,the target positioning of channel structure is not accurate and the resource investment in channel structure is insufficient.Third,the channel control is weak and the channel control ability is insufficient.By using the theory of marketing channel management and marketing channel conflict theory,in combination with related literature summary analysis,the research of marketing channel management at home and abroad is very worthy of our reference,specific as follows: first,to channel members should be the dialectical view,both cooperation and conflict,we need to make the marketing channel members to form an integrated system,to achieve a win-win situation;Secondly,the diversification and flattening strategy of international marketing channels should be implemented in channel structure to promote the transformation and upgrading of manufacturing enterprises through international marketing channel innovation.Thirdly,in channel control,you should pay attention to the control of channel conflict to improve channel efficiency and performance.Based on the existing research results,combined with the problems existing in YJX marketing channel management and the actual situation of the company,it can be optimized and improved from the following three aspects: first,expand new channel members,improve the performance evaluation of channel members,and centralized management of indirect channels to improve channel members optimization;second,adopt a flat channel structure and Implement the principle of regional differentiated marketing channel layout to improve the channel structure;third,strengthen channel control by strengthening marketing channel conflict management and improving agency incentives.In order to ensure the smooth implementation of the YJX marketing channel optimization plan,the company should formulate practical safeguard measures from the aspects of human resources,information platform construction,system construction,etc.to ensure the sustainable and healthy development of YJX.Marketing channels are only part of marketing.To do a good job in marketing channels,we not only need to work hard in them,but also need enterprises to go hand in hand in other aspects of marketing and do a good job in overall planning at the height of enterprise strategy.Of course,in today’s rapid development of information,the research on marketing channel management is also becoming more and more in-depth and fast.I believe that marketing channel management will make great progress in both theoretical research and practical exploration.