Corporation A: Sales Channel Management And Its Change

With the market changing dramatically today, the competition and confrontation between enterprises are becoming more and more serious. Under such a situation, closer and more careful attention should be paid to the management of enterprises to raise the controllability of the market resources. The sales channel is one of the most important resources of the enterprise. It is more obvious that the self-consciousness and unsteadiness of the sales channels are bringing limitations and threats to the enterprise's efficiency, competitiveness and safety. It is the enterprises' hot topic how to take the advantage of the existing sales channel network and integrate their sales channels, on the basis of the mutual benefits of the enterprise, the channel business and the terminal customer, for the improvement of their channels and the realization of the harmonious development between enterprises and society.As a leading member of the trade of biological products for animals, Corporation A has a good image and mature sales network. It is doing its best to establish its dominant competitive position by changing its sales channel management patterns.This essay uses marketing theories to analyze Corporation A's sales channel management status and the measures taken, and make some proposals for further modification.This study shows that Corporation A has distinct superiorities over its inferiorities. It should bring its advantages into full play, and take the opportunities and avoid the threats from outside. At present, it is practical for Corporation A to adopt chain sales channels as an alternative to its available sales pattern. The Corporation is trying its best to coordinate the following to strengthen its markets: the choice of the channel members, channel control, image management, channel conflict management, channel stimulation, channel maintenance and the support of the channel members.