Atlas Copco Company Industrial Products Marketing Channel Management

For enterprise, marketing channel is no longer merely a marketing tool, which is the enterprise effective competition weapon, even is the important way the enterprise constructs its core competitive ability through. For industrial products marketing, marketing channel is the industrial production enterprise's territory and position of survival and development. This study,combining Atlas Copco company's actual situation,makes a concrete study of construction and management of marketing channel.Firstly, this article introduces the research background, significance and purpose of industrial product marketing channel management. Secondly, the article put forward the specific ideas and content and research methods on the basis of elaborating the existing literature, And then expound the importance of marketing channels and main marketing channel management marketing theory from the basic marketing channel management theory. This article through the analysis of Atlas Copco industrial products current marketing channels, especially from four aspects of the present marketing channel strengths, weaknesses, opportunities and threats to use SWOT analysis, obtains Atlas Copco company marketing channel's overall adjustment direction, namely implementing marketing channel development strategy, digging channels and expanding marketing channel network. On the basis of the above analysis, the article designs Atlas Copco company industrial products marketing channel's improvement and optimization program. The article presents the company should reduce distribution costs, improve the efficiency of the marketing, improve management and control ability of distributors, and construct and improve cultural marketing channels, network marketing channels, public relations marketing channels and service marketing channels to expand sales channel and network. Finally, this article pertinently puts forward the Atlas Copco industrial products marketing channel management's implementation and control measures, Such as the specific implementing measures of organization, human resources, the promotion, and the control method and the channel management. The article hopes to promote Atlas Copco sales revenue growth through better marketing channel management, to achieve the company's sustainable and great-leap-forward development.