Research On Marketing Channel Management Of Cement Products

With the rapid development of Chinese economy, effect of cement in the national economy of the great. Cement is an important basic raw material in national economic construction, there is no a material can replace its position. The actual production capacity has reached 32.9 tons of cement in 2013, more than 30% of production capacity surplus, the demand of nearly 24 tons of cement, oversupply, overcapacity, excessive competition in the market, the industry profit level is low. Cement industry is a serious excess of traditional industry, excessive competition in the market, cement products is a high degree of homogeneity of products. As prices, sales promotion policy marketing strategies such as homogenization, the marketing channel construction has become a priority strategy for the development of marketing.This study takes the NF company as the research object, conducted a lot of research work, I collected a lot of information, extensive investigation of NF company’s marketing and channel construction present situation, the survey results are analyzed in-depth summary, through the summary of NF company in recent years the channel construction work in the existing problems, in-depth analysis internal and external business environment and regional market characteristics of the company’s, through comprehensive analysis to identify their own problems, to explore the methods and ideas to solve the channel construction work. Through the study of this paper that strengthen channel construction of NF company must establish a coordination mechanism to determine the regional headquarters market, company executives within each cross market, at the same time to strengthen the construction of channel management personnel, pay attention to the regional difference, optimization design of channel, value-added service and support, promote the transformation of distributors and upgrade, and improve the channels and distributor management, pay attention to customer service system and the construction of logistics distribution system, and ultimately to create a perfect NF company’s marketing channels. So to strengthen the management of marketing channel of NF company, the establishment of a stable, efficient marketing channel network, the formation of competitive advantage, become the lasting motive force for the development of enterprises, make enterprises remain invincible in the increasingly fierce competition in the market, and the industry related enterprise marketing channel construction also have reference.