Research On Marketing Channel Of Greatwall Monitor In Jilin Province

In the IT field, the agent plays a very important role as the bridge between the manufacturer and the consumers. This article set Jilin Province ZhenYang Science & Technology Co., Ltd developing its market of "Great Wall"display in Jilin Province as the research object. The author illustrates the building and managing control of distribution as a general agent from the point of view of an agent associating with the practice consanguineous based on the theory and applying connecting qualitative way and quantitative way. The aim of this article is to make Jilin Province Zhenyang Science & Technology Co., Ltd construct and manage a stable and an effective channel to make profit as well as to provide some reference for the agents in IT field in constructing and managing control the distribution channel and in theory, it enriches the research in the issue of constructing and managing control the distribution channel for the agents in IT field. In October 2004, Jilin Province Zhenyang Science & Technology Co., Ltd signed a contract with the Great Wall formally, and become the general agent of "Great Wall"display in Jilin Province. Constructing and managing the distribution network of the "Great Wall"display is the main task of Zhenyang. In order to construct the distribution network of the "Great Wall"display in Jilin Province, one has to know and predominate the present situation and the existing problems of it. The former channel structure of the "Great Wall"display was the system of great sections. This system makes the channel appear many problems: administrative levels of the channel structure being a lot, which makes the cost of logistics and distribution increase and the current of information and sales promotion not smooth; weakening the channel control, producing the blind spot in the channel layout; lacking intensive cultivation and channel training; not forming the channel cohesion; lacking the recognition for the profit community, and so on. To construct and perfect the distribution network of the "Great Wall"display in Jilin Province, one has to know the situation of the competitors, including the scale and structure of the market, the productions and techniques of the competitors, the distribution networks and market generalization, etc. After we know these things, we can take actions with a goal. The main competitor of the "Great Wall"display is the AOC display, whose general agent in Jilin Province is Xinkeda Co., Ltd. Its distribution network spread in the second or third ranking markets in Jilin Province. The frame structure of the affiliated company realizes the fuse between it and manufacturers, shortening the distance between the manufacturers and consumers. AOC display has its own way of spread in the markets. Because of its accurate orientation, in every large-scale market activity, it always has the lower-price products than the first ranking products accompanying the products of the same kind. After mastering the situation of the competitors, one should design the distribution channel of Zhenyang Company. First of all, one should set the goal of the channel, that is, by analyzing the advantage of the company and the opportunity of the environment, etc, program the realistic predictable aim of the company in the future channel development. The channel goal is the successful direction of the channel management. We consider the establishment of the channel goal as the standard and evaluating basis of completing the task of channel managing. Therefore, channel goal is the key point in channel management. All the tasks in channel management serve for the realization of the channel goal. This is the most important task of the channel management. Second is the design of the distribution channel structure, that is, by analyzing all the aspects that affect the channel, establish the optional plan of the distribution channel and evaluate it. At last, deciding the channel structure mode of Zhenyang Company and programming the number and distribution of the dealers and tradesmen. After deciding the channel goal and the channel structure mode, the following step is to select the channel members. While selecting the channel members, we should confirm the mode and the standard, including credit, financial conditions, selling strength, product line, report, selling conditions, continuance of the management right, managing ability, attitudes, scale and so on. Then according tothese standards, we select the channel members suitable for the distribution channel development of the "Great Wall"display. After confirming the channel members, we should evaluate them according to the channel goal in order to modify our strategy. Generally, we adopt the performance evaluation to evaluate the members. The ways include the arranging sale index that we often use and the so-called "channel member performance audit". Channel member audit is a way of evaluating the members completely and regularly that is divided into three phases: first, establishing the standard for evaluate the channel member performance; second, evaluating the performance of the channel members regularly according to the standard; third, recommending the right actions to reduce the inappropriate sale. The aim of the performance evaluation is to find and solve the problems. Aiming at the members whose performance is poor, we must take some measures, and only in this way, we can realize our channel goal finally. We should not only construct the channels, but also manage them. In managing the channels, we bring in the idée called "common profit"which can be concluded with three animals as the following: the spirit of the squirrel, the mode of the beaver, and the gift of the wild goose. We should learn three things from the squirrel: first, we must realize that our work is very important; second, our work must have a clear common goal; third, the concept of value must guide all the plans, decisions and actions. As long as we link these three factors, we will do the valuable work. The way of beavers is: everyone controls the process of realizing the goal; doing the right job in the right way. Their way covers the two aspects of the organizations and individuals. On one hand, the individual has the independent right; on the other, the organization allows and encourages the individuals to do so. Simply speaking, the gift of the goose is to encourage each other. No matter active or passive, the encouragement must come out of one's inner heart. The idée of "common profit"has a significant meaning for constructing channel group. If we say that selecting the channel members is the beginning of the marriage, the management of the members is the key for whether the marriage can last long and has the fruit. The core for managing the channel members includes three aspects:first, the operational management of the market, including the management of the information system and strategic implement and the dynamic evaluation and assess. Here we adopt the way of linking the quantitative and qualitative analysis; second, the management of the loan; third, the management of the delegate of the market of the operation and loan management. The channel encouragement is very important in making the channel become effective. In practice, the encouragement to the sellers includes time encouragement, function encouragement and returning the profit. Function encouragement can be divided into quantity and kinds praise, exhibition praise, net maintenance praise, price report praise, rational stock praise, cash and cooperative praise, etc. With the maturity of the techniques of the displays, native and foreign manufacturers turn their attention to the soft index such as the channel conformity and service, etc. the channel service includes many aspects: training support, trade information supply, logistics support, developing the operations among which, training includes: managing training, products training, sales training, technique training, service training and so on. Through the channel service, we can promote the competitive ability of the channel. The Great Wall display can take up more proportions in the market in Jilin Province and Zhenyang Company can realize the channel goal and make the profit only when the competitive ability of the channel members are promoted. At last, Zhenyang Company concludes the channel operation strategy as the following five aspects: "one core, two kinds of orientations, three supports, four unifications and five keystones."That is, insisting that "the Great Wall display trademark"be the core of the systematic managing idée of the Great Wall display family; insisting that customers'orientation and service orientation, regulating the market system, ensuring the benefit of the agents, realizing the communication of the mutual effective information, training the agents actively, increasing the future development potential of the channel, unifying the visual of the shops, unifying the sales management, unifying the market spread, unifying the service management; insisting to manage the price emphatically, to manage the rank two network emphatically, to avoid the clash of goods in the district emphatically, to manage the...