The Study On Distribution Channel Strategy Of Hunan Xiangjiang Paint Group Co., Ltd

Under the conditions of market economy, sales activity becomes the main part of management activities for an enterprise. It always affects the whole profit of the enterprises. Under the direction of the viewpoint of modern sales, enterprises should commit themselves to serving the customers to realize maximize the delivered customer-value . With the steps of China entering WTO, competition in internal coating field is more and more apt to internationalization. It's turning from the aspects of products, technique and price to channel, service and brand.Hunan Xiangjiang coating group is the traditional core enterprises of Chinese coating industry. It has diversified products, advanced techniques, high ability of researching and development, stable sales market and ripe sales channel. On the other hand, It's resources are separated. The competitive products limit in car lacquer, alkyd paint etc. The present sales channel is not very efficiency, and the repute of the products still needs to be raised.The sales channel mode of Xiangjiang coating group is "store + dealer" at present. Because the distance is too far from end customers, and the sales level is too complicated, crossed and overlapped, and the staff in sales channel is a little negative, exploitation of the new market is embarrassed. This article presents the purpose of how to optimize the original sales channel and the purpose of the improvement, and create the mode of new sales channel - sales "buy the right of management".Service sale is a series of activities to meet the requirement of customers under the conditions of fully understanding of the needs of customers. As for coating products, customers finally don't need the coating itself, but the paint on the surface of the objects. Thus, Service becomes the important part of sales activities for coating products. This article analyzes the different service mode during coating sales, presents two new service sales modes -staying technical servive and delivering service. Enterprises could approach to the market by service, retain consumer by service and exploit new market by service.The brands of Xiangjiang coating group are xiangjiang, lizhong, zhongmei, oudi, lanzhu and nanyin etc. No brands are well known and praised by public except the famous brand "Xiangjiang" in Hunan. This article presents the suggestion to re-combine the existing brands, increase ability of development, and try to create new brands.