Research On Distribution Channel Optimizing Design And Manage Tactics Of SR Company

SR Company is a small private home textile manufacturer. By analyzing company's business environment and internal conditions, this paper revealed some long-term accumulated distribution channel problems in the channels awareness, structure, and management, has seriously affected development even survival of the company; choused the mid-range gift distributors and consumers as the target market channel positioning, as hybrid distribution model that is made of major direct or join channel and accessorial strategic alliances and assistant direct marketing, as a suit of channel relationship management strategies based on transaction-management with a view to providing a set of comprehensive channel problem solution to SR company.This thesis is made up of six parts.In first part is preface, the thesis illustrates research background, significance, purpose and research framework, pointed out necessities of researching differences in channel design and channel management strategies in the increasingly homogeneous trend of the product, price, promotion and even advertising. The research adopts the methods of literature review, qualitative and quantitative methods and comparative methods. Research purpose aimed at addressing the company's currently problems of survival and future development, at the same time at provide perspectives to solve similar problems, the new method for industry peers.In the second part, the thesis makes a review of the relevant studies on channel design and channel management theories, define the concept of distribution channels, distribution channels modes, channel relations and AHP methods, had summarized channel relationship management's related theories.In the third part, the thesis analyzes the company existing channels situation and major problems, pointed out that channel sense is not strong, channel structure is irrational, channels resources is insufficient and poor channel management.The fourth section analyzes the company channels'internal and external environment, selected the mid-range gift distributors and consumers as the target market channels positioning, and set up a new distribution channel target system.The fifth part is the SR's distribution channel mode selection. This thesis designed a set of the three-dimensional multi-channel mode that is made of factory direct sales channels, direct monopoly channels, franchising channels, strategic alliances and regional core wholesale channels based on distribution channels assessment principles such as economic, adaptability, control, customers (channels and consumer) satisfaction and so on using AHP method. And put out the corresponding implementation plans.In the last part of this paper, distribution channel management strategies and model on distributor relationship channel have been optimized. This thesis put forward the corresponding distributor relationship management and partnership-based channel management strategy used "benefit" and "relationship" as the core analysis elements.It was furthermore noted that some viewpoint of "channel management is transaction management based on the channel relationship management" as well as the tailor-made hybrid channel model and channel relationship management model and other research findings, which is brought forward on the base of internal and external marketing environment analysis. That do not have a universal value for other similar enterprises, and needs other similar enterprises continue to further in-depth improve similar problems on such issues.