Analysis Of The W Distribution Channel Management

Success or fall to a foreign company which develop business in China is up to them do or do not understand & manage the civil marketing channel well. This paper is discussing W Co. how to manage its marketing channel.Marketing channel management is a key content of marketing management. How to successfully manage its marketing channel is important to a foreign company try to be success in China. Successfully marketing channel management is worth both to foreign company and civil marketing channel to pay more attention. The different background of foreign company and civil marketing channel in China results in the different management way from domestic company and their marketing channel.W is a typical foreign company, which has developed business in China for 10 years. It has to face some problems in marketing channel management: W and their distributor could not communicate well; W could not apply its good experience in China what gained from other market because of the specialty of China market; some distributors did not implement W's strategy etc. Most of the problem is fresh to W while they start business in China.This paper is focus on analysis of W how to understand & manage civil marketing channel in China. Give W Co. some suggestion on how to set up, select, incentive, training their channel and develop the channel business, credit management and conflict handling. The analysis and suggestion will help foreign company to manage their marketing channel and China distributor cooperation with foreign company better.