Study On The Dealer Management System Of K Compan

Nowadays, the influence of economic globalization has been reflected in every link of the whole production and distribution system, and the competition is no longer confined to product quality competition. Due to the change of modern production mode and marketing model, enterprises’ ultimate benefit has been influenced by every link of supply chain.As a very important link in the supply chain, dealers play a big part in the connection of manufacturers and consumers, and of manufacturers and distributors/retailers. With their advantages of understanding market and grasping sale channels, dealers put the products into the market through retailers, distributors or direct contact with customers; on the other hand, dealers affect the manufacturers’immediate impression on whether the products are sold well or not, and then encourage manufacturers to improve and upgrade their products.Based on its operating process in China of a well-known enterprise in cleaning industry, this article analyzes its sales strategy employed after it enters China and its corresponding business growth, advantages and disadvantages of dealer sales system from an empirical point of view; the article analyzes its channel strategy, dealer management strategy, relevant problems corresponding to these strategies and response strategy taken by the manufacturer, and then concludes how the manufacturer should effectively manage and control dealers in the whole marketing process; the article also analyzes all kinds of this company’s current status to sum up some valuable experience which is worth thinking and learning deeply.Firstly, the article elaborates K Company’s background, the company business level in its industry and related competitive environment, and analyzes K Company dealer network structure and its network management situation. Then, the article analyzes intensively the following five aspects:K Company’s dealer selection, network planning, performance evaluation, incentive measures and service level, to indicate the main problems in K Company’s dealer management and explore the reasons for the formation of the problems. On this basis, the reasonable solution concerning the corresponding problems has been put forward respectively, that is to say, selecting the appropriate distributors in the specific area, building a comprehensive evaluation system, utilizing the dealers’features and advantages combining with K Company’s resources, to effectively achieve the distribution goals and the brand value extension.Through the above analysis, this article draws the following conclusions: dealers will be the main force of cleaning industry marketing in the future, dealer management is K Company’s key point on the sales channel management. K Company should grasp development opportunities to optimize its dealer-distributor system, fully mobilize the enthusiasm of dealers to improve relevant product sales and service level, improve its relations with dealers to cooperate with each other more fully. And these things are in line with the common interests of both sides. At the same time, K Company should also improve its own information system construction, put dealer management into its information system, manage and control dealers via the advanced and unified information system, so as to realize unified dealer planning and management, improve dealers’after-sale service systems and service levels, and then achieve the optimization of dealer-distributor system.Currently, our country’s cleaning equipment industry is facing rapid development opportunities, it is expected that this article’s research conclusion can provide certain reference to K Company for improving its dealer network management.Although the author is involved in K company market operation in person, as a result of my limited knowledge, the paper is bound to be errors and omissions so I hope each teacher and researcher have some advance for this paper.