| In the new retail era,companies are facing the challenges both of insufficient dividend growth in online market and lack of attractiveness to potential consumers in offline market.Internally,they need to handle the management issues such as strategic transformation and channel construction.Channels connect manufacturers and consumers to deliver products and services,in where member relationships are complicated and conflicts occur from time to time.It’s importance to have a good channel management and strengthen the cooperative relationship between channel members under the existing channel structure.It also requires enterprises to conduct continuous research combining with their own problems.Company A,as the research object of this paper,is a foreign-funded sports brand company,mainly engaged in sporting goods through multi-channels.After more than 20 years of development in China,it exposes some problems in the existing channel management.With the increasingly fierce competition in the Chinese market,there are also many management problems to be solved urgently in the channel management of company A.This paper focuses on the problems of channel management of Company A under the new retail environment,including the irregular promotion process in the channel,the price conflict of channel members and multi-channel distribution,the difficulty in digesting channel inventory and the insufficient management of franchise channel in lower tier cities.With the theory of channel behavior and channel structure,this paper uses the key object interview method and the questionnaires to clarify the causes of channel management problems,and proposes corresponding countermeasures.Through the strategies,Company A will improve the promotion mechanism,optimize the multi-channel price strategy,improve the logistics efficiency and strengthen the flattening of the channel structure.Under the cover of guarantee measures,Company A will finally build an unique new retail ecological environment. |
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