Anhui River Cement Co., Ltd., Marketing Channel Optimization Research

Marketing channel is a focus to gain market share among cement enterprises.The establishment and optimization of efficient marketing channels play an importantrole in attracting customers and market expansion. In recent years, the cementindustry of our country has witnessed rapid development. The production technologyand equipment have been increasingly improved and production technique isgradually shifting from shaft kiln to rotary kiln. During the process of updating andupgrading, large-scale cement enterprises with advanced production technology andtremendous financial strength have been accelerating the pace in acquisition. In thatcase, the cement market of our country has gradually formed a new pattern of cementmarket competition: Conch Group and China National Building Material wieldabsolute power in a part of the country. Enterprises of Lafarge, Julong and Shanshuidominate the regional market. Medium-scale enterprises, such as Dajiang and Runjispare no efforts to survive. Such being the case, the previous market channels can’tmeet the requirements of current market competition. The management philosophy ofmarket orientation and serving the customers heart and soul should be established. Inresponse to market change, marketing channel pattern, structure and managementshould be optimized quickly for survival and development in the fierce competitionbased on the dynamic combination of modern marketing theories, cement industrycharacteristics and corporate features.The research object is the cement marketing optimization of Anhui Dajiang Co.,Ltd. By taking current marketing channel as its main line, it mainly discusses patternoptimization, structure optimization and management optimization of cement marketchannel based on the combination of theory study and case analysis. In addition, onthe basis of the summarization of domestic and international marketing channelbuilding, management building and optimization of research achievements, the paperanalyzes factors which adversely affect marketing channel optimization and discussesthe specific methods of cement marketing channel, structure and management ofoptimization in the case of Anhui Dajiang Co., Ltd. in terms of its marketing channelsituation and environmental problems.On the basis of above analysis and research, the paper analyzes how to optimizethe marketing channel pattern, channel structure and management in detail in the caseof Anhui Dajiang Co., Ltd. in terms of pattern optimization of marketing channel,member selection of marketing channel, marketing channel incentive, evaluation criterion of marketing channels, marketing channel communication, conflict handling,channel management and maintenance. In the optimal design of marketing channelpattern, market chain extension and sales service process will be merged intomarketing channel to form the all-round marketing channel based on branches, agentsystem, full-service agent, office marketing and marketing service channel. In theoptimization of marketing channel structure, it puts forward the selection method ofmarketing channel members, such as agent middleman and full-service agent while inthe marketing channel management, it puts forward the establishment of marketingchannel incentive and evaluation system, establishment of marketing channelcommunication and conflict handling mechanism, maintenance and managementoptimization of marketing channel to ensure stability and vitality of marketingchannel.The paper is aimed at putting forth constructive ideas through a case study on theoptimization of cement marketing channels of Anhui Dajiang Co., Ltd.hoping to beconducive to the marketing channel building and optimal management of similarenterprises.