Research On Distribution Management Strategy Of L Company

Distributor channel is the entry point for a company to approach the market, and get arapid development in the market, especially for foreign-funded enterprises. Localizeddistributor channel can save the cost, speed up distribution, and transfer the market riskeffectively. At the same time distributors are the bridge between the consumers and thecompany, providing timelier and more objective market feedback to the company. As longas the mature of the market, several of brands get in, the competition among thedistributors and the game between the company and the distributors can hardly be avoided.So,“how to manage distributors?” is becoming an inevitable topic to many companies.This paper takes a full study of the existing distributor management strategy of LCompany firstly, and then analyzes the needs of distributors and the management problemsexisting in the strategy. Besides, it also explains the common problems of the domesticindustry, use the way of literature review method, SWOT analysis, charts and othermethods, through a combination of distributors management, channel management andother theories, put forward the final solutions. Based on the actual situation of the LCompany L, this paper presents and discusses:(1) how to select and assess distributors,(2)how to enhance the quality of dealers,(3) how to motivate and maintain the distributors,(4)how to avoid vicious competition, thereby promoting mutual cooperation, optimize thedealer network and strengthen the dealer management, so that L company can win morecustomers and market share. Finally, this paper gives a general summary for the distributormanagement strategy of L Company and an outlook for the future management.I have engaged in distributor management for many years, and have accumulated lotof experience, summed up some of the methods, through professional learning and training,and then I practice the experience and the methods in my work. Combined with thecontinuous development of market and the requirements of each stage of the company, Ifind out new proposals to adjust the focus. This paper reviews the management strategy ofL Company, analyzes problems, and proposes solutions in order to improve the management level from the aspect of distributor management.