Research On Marketing Channel Problems And Strategy Of X Company’s Laboratory Grown Diamond

Synthetic diamonds are also called laboratory diamonds.It is same to the natural diamonds in physical and chemical properties.Synthetic diamonds are becoming more and more popular to many people.At present,China is the world’s largest producer of cultivated diamonds.X company is a leading enterprise in China,accounting for nearly one-third of the domestic output.Now the poor management of its own marketing channels is becoming the weaknesses of X company because market competition is becoming more and more incentive.In order to solve the problems in the current marketing channel management of X Company well,this paper has studied the marketing channel theory,combed the channel member theory,channel incentive theory,channel conflict theory,channel structure theory,etc.Based on the marketing channel theory,the overall research framework is constructed from the five dimensions,including the channel structure,the channel incentive,the channel conflict,the channel service and the channel members in this paper.Firstly,the research analyzed the current situation of channel management in X Company from he five dimensions,and investigated the current problems in the way of questionnaire survey,and summarized the core issues in marketing channel management.For the sake of further explore the main factors affecting the marketing channel management performance in X Company,this paper also explores the Analytic Hierarchy Process(AHP)to construct a three-level indicator system from the channel performance level and the ability level.Then,the paper research the weight of each indicator system,and the results show that the five major factorst affect the marketing channel,which are channel structure,channel members,channel incentives,channel services and channel conflicts.Finally,the paper puts forward the key points of X Company’s channel optimization after analysis the existing problems of five dimensions and the influence weight of each dimension.Then the paper make some suggestions to X company including regional sales,and establishes online marketing channels and brand image stores,and establishes a customer-centered marketing concept,and doing a good job in channel services.The thesis researches the current problems of the marketing channels of X Company by qualitative and quantitative way and build a evaluation system of the marketing channel management performance with the analytic hierarchy process(AHP),which theoretically enriches the evaluation methods of channel performance research.In practice,The thesis also helps optimize the marketing channel management strategy of X Company,and provides some reference suggestion for the cultivation of the diamond industry.