The Analysis Of Marketing Channel Management In ACLAS Company

ACLAS Electronics Co., Ltd., entered the mainland since 1999, through the success of the operation, has developed into an enterprise annually manufacturing over 400,000 units of Electronic Cash Register (ECR),Fiscal Cash Register (fiscal ECR), POS , Bar Code Scanner and Electronic Scales. It is the largest fiscal cash register (fiscal ECR) exporting manufacturer in China and has now become a famous commercial equipment manufacturer. This success results from ACLAS's cultural concepts, senior managers'strategic thinking and innovation in research and development, marketing, and other areas. IT companies has been a competitive industry, especially in the channels. The channel as a major resource is currently paid increasing attention. So it is of great significance to strengthen the management of marketing channels for business equipment enterprises to maximally occupy the market and achieve good sales.Sales channel is a common practice for our commercial equipment manufacturers. Despite some direct marketing practices of manufacturers, from a relatively long period of development, distributed channels for sales of commercial equipment manufacturers is the most efficient and cost-saving practice. The purpose of this paper is to further explore the channel mode which mostly improves the competitiveness of the enterprises through the analysis of ACLAS company's current marketing channels.The article is divided into six parts. The first chapter firstly summarizes the marketing channel management which outlines the basic concept of marketing channels, design decision, and principles of channel management to provide a theoretical basis for channel management; secondly, the chapter introduces the status of the commercial equipment and the existing distribution model; and finally is the introduction of the company and the analysis of the industry background. The second and the third chapters is analysis on choosing and controlling channel members. It analyzes ACLAS's choosing process of the intermediary and the standard of evaluating the intermediary; and learn how to gain the preemptive opportunity among intermediaries through the analysis on the control of the intermediary. Next the fourth chapter deals with ACLAS'promotion on marketing channel members and handling the channel conflict. In analyzing ACLAS'promotion on marketing channels, it focuses on mostly used incentive measures and support. Commodities Fleeings has been a headache for the enterprise in channel management. The fifth chapter discusses in details how to effectively avoid and deal with the channel conflict. Innovation is ACLAS'pursuit and superiority. In the final chapter, it puts forward new proposals for innovation through the analysis on ACLAS'existing situation of marketing channels.