A Research Of Construct Marketing Channel About Yatai Cement Sales Company

Yatai cement Sales Company is Yatai Cement Group since 1997 after entering the cement industry, the market for the unified planning, the implementation of "separation of production and marketing" of management, the establishment of specialized cement sales company.Yatai Group's cement industry scale abrupt expansion, due to the immaturity of marketing management, channel construction is not standardized, management functions are not clear, not a solid marketing foundation work and other issues affecting the company's brand expansion and market expansion.Yatai cement's market channel is mainly as direct sales representatives, supplement by distributors. Large amount of the sales representatives accounts for 85% of the overall sales volume; distributors account for 15%, compare with Jidong, Binzhou and other competitors, Yatai has disadvantage in market controlling and use of distributors to capture customers resources. Since Yatai cement has no regional sales plans in the targeted market, sales representative has no corresponding target regional market, resulting in increase conflict between employees, at the same time, there are situation as sales representative and distributors looting customers, sale outside the regional and low price wars which direct impact Yatai's market development and plan. The mainly reasons for this to happened are unreasonable of the organization setup, non-uniform of the customer management, no development agencies in the targeted market area, non-uniform of the distributor purchasing channel, non-uniform of logistic management, no sharing of the information, varying quality of the channel management personnel and etc.Yatai Cement sales channels for building the company mainly to cater for different sales regions and customer types, create different marketing channels to continuously improve marketing management system, strengthen the marketing channel members of the control and incentives, as much as possible to avoid and reduce channel conflict and reduce channel costs. Management through the establishment of clear and definite responsibility, marketing channels for market competition system, the use of flexible distribution channels and product development capabilities to improve market competitiveness and promoting the Yatai cement industry's bigger and stronger sales company to continue to lead the Northeast cement market.Yatai Cement sales channel development goals of the company mainly include product factors, market factors, economic factors and channel control. Full account of a large area of cement products, low unit value, less the number of required features out of luck, the control channel length. Construction taking into account the seasonal characteristics of the Northeast region, the characteristics of winter storage to rely on distributors to accelerate capital intermediation.According to Yatai cement market channel present situation, this paper follows the principle of"centralized management, unified model, regional marketing"to establish the management system. Re-establish the organization structure, reflect the management ideas, setup clear responsibility, streamline the management process, separate management and operation responsibilities, strengthen the management supervision and monitoring as well as improving the development capacity. Meanwhile, according to the characteristics of the northeast cement market and competitive situation, Yatai cement must strengthen the first and second level distributors'ability, solve the problem of production and sales balance in the winter. At the same time, shorten the channel length and reduce cost in order to avoid confusion of channel management and conflict intensifying. According to Yatai cement target market maturity, the channel setup will be the combination of exclusive distribution and intensive distribution method in order to improve market penetration.Implementation of channel members is an important factor in channel management and protection goals. Channel sales representative is a key member of a direct impact on the effect of market development and brand development, therefore, according to the characteristics of cement sales and marketing management needs, the sales representatives to stringent selection, merit. Dealers are enterprises is another important sales channel, companies can direct the formation of the necessary supplementary acts. A good dealer can effectively promote the company's product sales and market development, providing strong support for the company.Channel members to enhance the business training is the important guarantee for the quality of channel members. Features for members, sales representatives focus on strengthening the professional ethics, teamwork, market research, business negotiation, business etiquette, marketing Jiqiao, tender skills, cement knowledge training, to improve the quality of channel members of the business, improve their marketing ability . Dealers focus on strengthening product knowledge training to manufacturer dealer organizations to study or introduce business advantage, and provide timely analysis of market situation, guide the distributors of cement storage and a library. Encourage channel members to improve the capacity of channel development is another important guarantee Honor must be taken to encourage, inspire, etc. blame the sales representative to strengthen the incentive; to improve the remuneration of distributors and channel power control and other ways to strengthen dealer incentives.Another important part of channel management is the control and treatment of channel conflict, channel members are independent within the interests of each individual affected by the conflict of interest, leading to channel conflict between them. In view of this business need to coordinate timely, clear channel through the establishment of a standardized sales policy, properly handle between distributors, sales representatives and distributors of the conflict between, to minimize the contradictions and conflicts within channels. Meanwhile, after the establishment of marketing channels, sales channels also need to make the necessary adjustments. According to the performance of channel members and co-operation with the company's situation,Not meet the performance requirements of the members of the company, promptly removed, and select the best channel for members to add.Finally, enterprise channel management problems and the reasons put forward channel management, customer management, contract management, logistics management, management and price control measures. First, the division of sales territories, the establishment of a marketing plan based on the unified management system to the sales department-owned enterprises as the center, 200 km radius of sales, increase sales outlets in the building. In each one or a few cities above the county level offices, responsible for the respective projects dealer network development and maintenance. The formation of intensive development of the market, tracking and information feedback. Be determined who was scheduled areas, fixed, fixed line, regular, regular channel depth quantitative services and management to fully control channel network marketing companies to understand the status and competitive sales situation, Broader channel. Second, build customer profiles, detailed customer information to grasp, understand the situation and needs for customer resource plan for the development of marketing plans and decision-making. And implementation of customer classification management, strengthen the management of key clients and maintain. Third, to strengthen price management, and prevention of preferential policies to changing commodity resources to become malignant. Mainly to strengthen internal management, prevention of internal and external collusion; improve their operational capacity, reduce dependence on distributors; change in the traditional medium and large dealers "preferential" approach; increase "sell tickets" behavior of the penalties. Fourth, strengthen contract management can solve sourcing messy and chaotic situation, to focus on volume and price of the contract the project to special use, not malicious FALSIFYING sales representative or distributor. Fifth, to strengthen logistics management, Formulate uniform standards for shipping price calculations; freight prices on the target market publicity; company's direct sales program, organized by the company supply; increase the transport process monitoring, to prevent "out at large, stealing a march"After the establishment of marketing channels, Kaolv situation of market competition, changes in customer demand, the marketing channel members to a regular evaluation and adjustment is necessary. Sales representative's performance evaluation is multifaceted, not only from sales to its assessment and evaluation, according to the responsibilities of cement sales representatives and company management needs to conduct a wide range of performance assessment, such as sales performance assessment and Days Sales Outstanding assessment evaluation feedback, attendance evaluation, assessment and other activities. Dealer sales performance assessment include performance assessment, market information feedback, brand maintenance, the market impact assessment and so on.