Study On Optimization Of Distribution Channel Management In Henkel Adhesive Products

After China join the WTO, China economy's high speed increasing, more and more foreign adhesive corporations are pushing in China adhesive market. The market competition of domestic adhesive corporations is tending to more and more intensity. Adhesive corporations are faced with the rapid change in external environment and products are more and more similar in quality. Through distribution channel management, adhesive corporations achieve the difference of the adhesive products competition, which is more and more regarded as the point by the adhesive corporations. Holding the adhesive products distribution channel management has already become the key factor to enhance the competitive capability and obtain the persistent competition advantage in the market competition. Now, faced with more and more intensity in market competitive environment, the existing distribution channel management of Henkel adhesive products has already been difficult to meet the requirement in marketing competition. It will be on disadvantageous ground in the future adhesive products' market competition.The paper firstly analyze the current situation of the existing distribution channel management of Henkel adhesive products, point out the existing questions of the distribution channel management: distribution channel structure is too long, the management of franchisers is on chaos, Henkel lack the direct management and control to the terminal customer etc. Then, making the adaptability evaluation for the distribution channel management's current situation of Henkel adhesive products , then point out the necessity of the existing distribution channel management's optimization, put forward the optimization strategy of the distribution channel management: optimize distribution channel structure, optimize distribution channel members, enhance management of distribution channel members and distribution channel conflict ,then point out the attentive things to carry out it and the performance evaluation method of the distribution channel management optimization. Lastly, the paper summarizes the study conclusion of Henkel adhesive products distribution channel management optimization.Today, facing with the more and more intense competition of domestic adhesive corporations, the paper's intention want to improve the market competitive capability and obtain persistent competition advantage of Henkel adhesive products in the future adhesive products market competition. At the end, the distribution channel management optimization make Henkel adhesive products, which will achieve the triumph in the more and more intensive market competition finally.