Research On Governance Of Marketing Channel Relationship Of Z Education Company

With the great change of education training market in our country,the channel development has become a key point of business expansion.There are some conflicts in the management of marketing channels mainly by self-operation and franchise,and too much hierarchy is a common phenomenon.This paper conducts research on marketing channel relationship governance in the field of qualification certification training to help education and training enterprises sort out reasonable marketing channel relationship governance schemes.This paper mainly focuses on the logical clues of raising questions,analyzing problems and solving problems,and studies the marketing channel relationship governance of Z Education Company by using literature research method,survey and interview method and questionnaire method.In the process of research,firstly,through investigation and interview,it is found that Z Education Company’s problems in the management of marketing channel relationship mainly include too traditional development mode of marketing channel members,conflict of marketing channel structure design,and imperfect performance evaluation of marketing channel.The main reasons are the lack of innovation of channel members,the excessive level of channel structure design and the lack of comprehensive evaluation of channel performance evaluation.Secondly,it constructs the evaluation system of Z Education Company’s marketing channel relationship governance index,specifically adopts FCE-AHP fuzzy comprehensive evaluation analysis method to conduct quantitative research,and obtains the marketing channel relationship score of Z Education Company as 70.6976 points,which is between medium and good level.Third,put forward the marketing channel relationship governance strategy.Combined with the operation practice of Z Education Company,the management strategy of marketing channel relationship is formulated in three aspects: channel construction,customer value and incentive measures.In terms of innovative channel development,the short video publicity method is constructed,the live broadcast channel publicity channel is established and the online exclusive service space is constructed.To improve the construction of marketing channel institutions,reduce the levels of marketing channels,improve the scoring mechanism of channel members and do a good job in the calculation of profit and loss;In the aspect of improving marketing channel evaluation and profit distribution,make comprehensive annual evaluation,set elimination strategy,adjust distribution ratio,enrich incentive means and optimize incentive measures.The research of this paper can provide some reference for education and training institutions marketing channel relationship governance.