| Distribution channels are external resources of manufacturers which are as important as internal resources. The channels company selected will directly affect all other marketing decisions. At the same time distribution channels are the most complicated and most active parts in the enterprise marketing operation. This paper aims to study the upgrade and management's optimization of distribution channel in VP corporate, combined with some experience from the author, it provides reference for distribution management in industrial product manufacturers.First, this thesis analyzes the management of existing distribution channels for VP electrical connection product. At present there are five major issues in the management of distribution channels---development capacity is not strong; the market coverage is low; channel conflict is serious; middleman selection criteria has not been set up, the channel control of the end-user is not efficient. Based on these, the thesis has analyzed the main reasons.By applying the theory of distribution management structure, marketing channel structure has been redesigned in VP. While under the guidance of the distribution of management theory and relationship theory, VP company optimized strategy has been set up, which is for electrical connections in distribution channel management---to optimize the distribution channel members; to strengthen distribution channel conflict management; to set up the incentives measures in distribution channel; to provide the performance evaluation program that optimizes distribution channels management and to provide distribution channel management model and end-user customer management and etc. It concludes with distribution channel management optimization for VP electrical connections product.In the future market competition, VP company improves market competitiveness and gains sustainable competitive advantage, ultimately VP can maintain the market leadership in the fierce market competition. |
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