Anne Round Of Clothing Company Sales Channel Strategy Improvement

With the rapid development of China’s economy, the quality of life has been greatly improved, the proportion of clothing consumption increasing, at the same time, the wholesale clothing industry is also booming. For clothing wholesalers in Guizhou Province, the 2014 overall wholesale market relocated to Southwest International Trade City initiative, let ushered in new opportunities and challenges.Based on the theoretical basis of domestic and international sales channels and strategies, through empirical study and the method of literature, it has combined with the situation of Anwenyuan clothing company, using PEST analysis, SWOT analysis and the factors of influencing the marketing channel decision analysis tools to do multi-dimensional analysis about the present situation of the marketing channel strategy. The outcomes showed several main problems of the marketing channel strategy : the problems of channel members, the channel member conflicts with the company, conflicts between channel members and their competitions. At the same time, this paper puts forward the company sales channel strategy of targeted improvement design, divided into marketing channel adjustment and innovation, choose the sales channels, marketing channel member performance evaluation, motivation and control marketing channel members, and improve sales channels management ability and those several aspects to improve its sales channel strategy. In order to ensure the improvement of the implementation of the marketing channel strategy to improve, it gives some suggestions according to the lack part of Anwenyuan clothing company’s managements.For clothing wholesaler, the company’s sales channels between members how to achieve win-win cooperation, how to maintain long-term friendly cooperative relations with the channel members are all worthy of study. By improving the study of marketing channel strategy, it has certain application value in normal management.