Study On Optimal Design Of UPS Marketing Channel In APC-MGE Enterprise

With the enhancement of equipment safety consciousness in clients, the product of UPS has obtained great development in variety industries. As the technology of UPS has become increasingly mature, it is the most key focus for UPS companies to establish a sound marketing channel system.Based on the present market, the industry of UPS is extremely competitive and its market channels have distinct characters, including the leading role of distribution model, IT dealers as the part of distribution channel. In this industry, although APC-MGE has very strong brand and technology advantages, market models between APC and MGE are different. This makes it very difficult for the new company to integrate market channels and the following phenomenon happen such as market channel conflict, less shared resources between direct and distributive marketing, losing interest of partners and lack of cohesive force in sales teams.Choosing APC-MGE as a research object, firstly, the present paper introduces background, significance, main contents and methods. Then, literatures related to market channel management, including basic concept of market channel, the theory of market channel conflict and the development theory of market channel, are thoroughly and systematically reviewed. Aiming at the existing problems in marketing channel of two companies, this study proposes the market channel optimization strategy for APC-MGE Company, including product strategy, price strategy, promotion strategy, brand strategy and service strategy. To ensure successful implement of these strategies, the paper proposes some supporting measures such as adjusting organizational structure of marketing, appraisal salespersons and establishing flexible entrance and exit system. Finally, this paper summarizes research contents and looks forward to future researches in this area.