The Study On The Strategy Of Marketing Channel's Management

After a period of development,The scale of China's automation industry is also expanding rapidly.At the same time in this industry, competition becomes increasingly fierce.In this process, there have been many companies established,there have been also some companies closed down,but the overall trend is that more and more competitors joined the automation industry.Early manufacturers have begun to enter the system integration and consulting services,and the domestic part of the system integrators are also accelerating the progress of improving the industrial chain.Their direction of development is not only the manufacture of automation equipment,but also advisory services in which area their investment is gradually increasing.However, at present there is still a large number of SMEs, due to a variety of reasons, still can not shake off the shackles of the development,many SMEs face the dilemma of survival and development.The author believes that one of the important reasons is the problem of marketing channels.Although we found that the practical problems of SMEs are manifold, if the problems of marketing channels are not solved properly,then when we are dealing with other issues, as well as to develop business strategy for the company, we will be confronted with the problem of marketing channels.Here, The author combined A company's actual situation,to give a thorough analysis of the company's current marketing channels, while attempting to give some possible solutions.First, in the beginning of the paper, the author gives a basic overview of the A company, introduces the background of the A company's establishment , upbringing, and the organizational structure, team technical level.And hope that through a short section to give the readers an image of a SME in automated industry .In the Section II of the first chapter, the author describes A company's main businesses,namely, agent automation equipment sales and system integration business, clearly and carefully tells about what A company does in the industry.In the beginning of the third quarter,the author describes directly the composition of A company's marketing channel,and further gives a profound analysis of problems of A company's marketing channel. The major problems of marketing channel reflects the problems between A company's and other channel members.A company's marketing channel members include manufacturers, customers, partners, corporate marketers and Internet companies, and other auxiliary organizations, the main contents of this section is to analyze separately the issues from A company and the above-mentioned channel members.Then the second chapter, the author do not immediately elaborate on how to solve these problems what is being faced by A company,but rather try first to lead the readers to the general knowledge of the industry environment in which A company survivals.The author analyzed the competition in this industry through the first section, introduced the competitive situation of the moment, that the world-renowned manufacturer of automation equipment is still in a dominant position in the Chinese automation market, the domestic automation companies with strength in equipment manufacturing and system integration business are continuously fighting with foreign firms for market share. But at present , the number of the domestic enterprises in direct opposition to foreign enterprises is still relatively less.Many of the domestic system integrators are also agents of foreign equipment, and therefore the domestic system integration technology subject to the impact of foreign manufacturers.The Section II describes market demand conditions of the automation industry.Through the author's analysis, be able to convey this information to the readers that China's automation industry is still in a rapid growth phase.Although the high profit stages have gone through, the domestic market of automation equipment and systems integration business has not yet reached saturation,and the next time there will be more automation companies to expand to the area of advisory services. The domestic automation market for foreign enterprises is also very attractive,there are many factors that could cause their attention to the Chinese automation market.In section III of this chapter,the author analyzed detailedly A company's competitors,and divide it's competitors into five categories: large international companies ,domestic large companies, the companies with a similar size of A company , and smaller-scale companies.The general idea of this section is to express out what are the strengths and weakness of the various types of system integrators. In section IV of this chapter, the author, based on the analysis of competition and demand in automation industry and the analysis of different types of competitors, have done a SWOT analysis,and then sum up SO preliminary strategic options, ST strategic options, WO strategies options and WT strategic options.In order to understand the specific location of A company in the industry,the author in Chapter III gives a detailed analysis,which includes the analysis of market segmentation of customers and the analysis of target market positioning.Because the automation market is unlike the consumer goods market, its customers are not people who live in society,but rather are many enterprises which exist in the market, and these enterprises are not belonging to a certain industry, which is the automation industry characteristics.The author analyses the customer segments of A company in the first quarter.In the second, the author for A company's actual situation, defined the A company's target markets, namely, water treatment industry and the automotive industry where automated equipments and systems integration services are needed.Section III undertaking Section II,points out the A company's specific location in the target market. Through the identification of regional and of the company's customer selection criteria, this section clarified the types of A company's customers and clarified the regional distributions of these customers.The latter part of Section III gives the target customer's marketing strategies.From the fourth chapter, the author began to discuss the issues about A company's marketing channel.First of all, this chapter refers to Philip Kotler's definition on marketing channels: "marketing channel refers to all enterprises or individual whose purpose is to obtain the ownership of some goods or services or help transfer its ownership when these goods or services are transferred from producers to consumers. "Secondly, this chapter analyzed which roles A company plays in the marketing channels and gave a brief description of the marketing channel member's responsibility.Then, the roles of marketing channels are discussed, namely, the role of physical distribution, transportation and storage role, supporting role.In the end of this section, the author does an analysis of the necessity of the A company's marketing channel construction .The Section II of this chapter mainly describes the concrete steps of optimizing A company's marketing channel,and from the establishment of a market analysis framework,to the geographic distribution of the customer market,then the choice of channel members,the author has done a serious discussion.Section III of this chapter discusses the channel conflict that is caused by the seven reasons: the role of opposition, resource scarcity, perception differences,expectation differences,differences in decision-making, goal inconsistence and the communication barriers.The section also points out what is channel efficiency, and give some specific approaches to manage and maintain A company's marketing channels.When introducing the specific methods, the author discussed from three aspects:First, to provide support for channel members; second,to provide leadership motivation for channel members ;and third , to assess the performance of channel members.In chapter V, the author tried to find factors within the organization of the enterprise that can play a supportive role of the marketing channels .So this chapter discusses enterprise's corporate culture, employee motivation, organization and management system and enterprise's risk control system.The corporate culture which play roles on the entire enterprise itself is a kind of intangible factors, and a positive, energetic corporate culture can not only promote the enterprise's employees, and even spread through other means outside the enterprise to affect other marketing channel members,thus it will positively affect the company's marketing.Section II discusses the staff motivation for the impact of marketing channels.Appropriate staff motivation can fully mobilize the enthusiasm of employees,but also make the company more united, more humane.People are full of feelings, good or bad things can be perceived.The company's staff motivation is not only able to attract employees and retain employees, but also stimulate a greater degree of creativity and initiative of employees.Section III describes the organization and management system that affects the marketing channel.The focus of this section analyzes the shortcomings of A company's management system and put forward some measures to address these deficiencies. Deficiencies in organization and management structure will have direct impacts on the marketing channels, including affecting the efficiency of the corporate sectors and the division of responsibilities among the corporate sectors,and affecting the company's evaluation from the customers and the manufacturers.Then in the fourth quarter,the author provides a detailed analysis of the possible risk in marketing channels,and gives several suggestions on the establishment of the risk early warning system ,put forward some specific methods to optimize risk management system of the marketing channels.Finally in this section, the author points out that the risk of marketing channels is only one among enterprise risks, A company must do a good job in all aspects of risk management, and it need to develop a workable and reliable risk management systems.Conclusion: Among such a market with increasingly fierce competition,that A company want to maintain long-term stable operation is not an easy thing.Enterprise need to strengthen all aspects of construction, and ensure the stability of enterprise,so that it can't be knocked down by competitors in this uncertain environment.A company should often be concerned about enterprise's marketing channels, corporate culture, organization and management structure, risk systems,and combine the actual situation of the automation industry with its own conditions,and do real-time analysis to ensure that these factors are appropriate to the enterprise. A company should pay attention to the management and maintenance of marketing channels,give full play to the function of marketing channels to make further contribution to the company's development .