Research Of Marketing Channel Design For JW Company

The competition in the bedding market, a rapidly developing market, increase dramatically. The entire industry has shifted from product-driven phase of the brand to the channel-driven stage. "Channel is essential" has become the consensus of many enterprises. How to create, access channel edge, grasp and control the terminal, has become the more important to win the market.In this paper, JW Company is taken for the study as to the starting point for the study of business environment, by using of Porter's five forces model analysis of the competitive environment for enterprises. Meanwhile, to analyze the status of channel operation, clear operation and management of enterprises in terms of channel advantages and disadvantages under the SWOT method.The use of qualitative and quantitative research methods on the service output of consumer demand, channel efficiency, as well as products, markets, brokers and business factors such as correlation analysis, help the company obtain its appropriate marketing channels, channel length, width and breadth of programs, through comprehensive analysis to determine feasible alternatives proposed channel 5 program, and it is an important factor in the use of alternative scoring method for assessment of each to choose the best option.Finally, provide the planning of the implementation of marketing channel, clear channel selection principles and conditions for members of the proposed incentives for channel members and channel conflict management strategies.This study is based on the JW company in reality, with a view to marketing channel for the JW in the process of building and channel management to provide some useful help to further improve and standardize the company's terminal sales, increase sales, improve the competitiveness of the company. At the same time, it is hoped that a similar situation of enterprises, in the channel design to provide some reference.