Optimization Of Sales And Marketing Channel Management In South China Of MT(China)

China's electronics and information industry entering the rapid development driven by the application of fifth generation communication technology,while the competition of the electronic component suppliers is becoming more intense as increasing domestic and foreign brands enter this field.What's more,the development of science and technology accelerates the homogenization of products.At this time,sales and marketing channel is as important as a strategic element for electronic component manufacturers to gain competitive advantage.Therefore,channel management has become a key factor to improve the competitiveness of enterprises,as well as in MT(China).MT(China)is a multinational company integrating research,development,production and sales of electronic components,she's using both direct and indirect channels in its South China market which is the core market to defend external competition and improve market coverage.This paper takes the sales and marketing channel management in South China of MT(China)as the research object to study its South China indirect marketing channel management optimization theme.Firstly,taking the industry development tendency as the background,this paper introduces the current situation of MT(China)channel management from the aspects of the company profile,channel structure,various scales of channel members and the major management system.Secondly,through in-depth interviews with important channel members who involved in channel management,and according to the interview results and quantitative data of channel performance comparison,it evaluates and proves the low efficiency of indirect channels Then,find out the root causes which are the unreasonable channel layout,the insufficient evaluation of channel members' ability,and the weak channel control.Finally,based on the principles of effective market coverage,long-term interest orientation,channel controllability,and channel valueadded,and centering on the goal of improving channel efficiency and implementing channel strategy efficiently,this paper puts forward the optimization scheme of marketing channel management,including improving channel structure,optimizing the role and function of channel members,enhancing the evaluation of channel members and the continuous strengthening of MT's leadership in the channel.Finally,the specific implementation plan and safeguard measures are given.Through the research on the optimization of MT(China)channel management,this paper finds that in the Electronic and Technology industry,the marketing channel management of industrial products of many enterprises in still stay in the traditional channel management mode,lacking of modern management concept of channel management.Therefore,through the research of MT(China)channel management optimization,this paper not only provides methods for MT(China)channel management optimization,but also provides experience for other companies in the industry.