Research On The Optimization Marketing Channel Management Of T Co. Ltd Based On Brand Promotion

With the development of the world economic integration, the international competition become more and more intense, the companies face with a rapidly changing external environment. Marketing channel has become the increasing focus to the companies, grasp and manage channel has become the key to success in the market factors. Marketing Channels is now plaguing many companies' development but need to be resolved urgently, especially to design the corresponding marketing channel according to the product features and market position, and implement the effective channel management.For T company, as a fast growing company in the outdoor industry, is faced with fierce market competition, while also facing the enormous business opportunities and challenges. In recent years of the development process, the issue of channel has become a major factor that restricting its development. This thesis hopes to aim at the specific situation of T company in the marketing process, give detailed dissertate and analysis to the marketing channel of T company, and based on the guiding philosophy of brand promotion to give an appropriate optimization of the marketing channel management. Thus give this type of company the analysis of marketing channel model and reference of specific operation methods.The thesis adopts the method of empirical research, combined with structural theory of marketing channels, behavior theory of channel,relationships theory of channel and the other channel management knowledge, give the comprehensive analysis to the company T's current brand building, channel status, marketing system, customer service and channel performance evaluation and other aspects, submit the problems of brand marketing, channel planning and management to T company, and point the crux of channel planning and management of T company. Subsequently, the thesis provide planning and optimization according to the pricing issue, the choice of channel members, channel conflict control, try to exploit new marketing channels of T company and the other aspects. Consequently, provide a comprehensive implementation of channel solutions to T company. Hopefully, in the new competitive environment, by the strong brand awareness, unique marketing strategies and high cohesive team spirit, T company step into the modern corporate structure, has grown into a highly competitive multi-brand enterprise. With the development of the world economic integration, the international competition become more and more intense, the companies face with a rapidly changing external environment. Marketing channel has become the increasing focus to the companies, grasp and manage channel has become the key to success in the market factors. Marketing Channels is now plaguing many companys' development but need to be resolved urgently, especially to design the corresponding marketing channel according to the product features and market position, and implement the effective channel management.For T company, as a fast growing company in the outdoor industry, is faced with fierce market competition, while also facing the enormous business opportunities and challenges. In recent years of the development process, the issue of channel has become a major factor that restricting its development. This thesis hopes to aim at the specific situation of T company in the marketing process, give detailed dissertate and analysis to the marketing channel of T company, and based on the guiding philosophy of brand promotion to give an appropriate optimization of the marketing channel management. Thus give this type of company the analysis of marketing channel model and reference of specific operation methods.The thesis adopts the method of empirical research, combined with structural theory of marketing channels, behavior theory of channel,relationships theory of channel and the other channel management knowledge, give the comprehensive analysis to the company T's current brand building, channel status, marketing system, customer service and channel performance evaluation and other aspects, submit the problems of brand marketing, channel planning and management to T company, and point the crux of channel planning and management of T company. Subsequently, the thesis provide planning and optimization according to the pricing issue, the choice of channel members, channel conflict control, try to exploit new marketing channels of T company and the other aspects. Consequently, provide a comprehensive implementation of channel solutions to T company. Hopefully, in the new competitive environment, by the strong brand awareness, unique marketing strategies and high cohesive team spirit, T. company step into the modern corporate structure, has grown into a highly competitive multi-brand enterprise.