The Management Research Of TTKS Company For Optimization Of Marketing Channel

With the development of globalization and increasingly fierce competition, thecompany how to better deal with increasingly harsh competition environment andeffectively enhance their core competitiveness has become the key factors to determinetheir survival. Today channel differentiates product homogeneity and advertisinggeneralization with its unique localization and irreplaceable as key factor for enterprises toparticipate in the market competition. Dealers are the main forms of traditional marketingchannel of welding materials segment in China. Manufacturers try to look for andauthorize dealers all over the country to promote welding material in Chinese market.Optimal management of marketing channels has profound influence on promotingdevelopment of welding material enterprise and increasing market competitiveness andachieving business development strategies.This thesis analyses the status and trend and market competition environment ofwelding material industry, uses channel management theory to diagnosis its marketingchannel mode basing from TTKS company marketing channel status, describes marketingchannel management dilemma the TTKS company encountered, including lacking ofselection standard, assessment&classification management system, eliminated mechanism,financial management not in place and spanned falsifying sales, weak control and instableloyalty. This thesis put forward proposal how to optimize marketing channel managementeffectively for TTKS company.The purpose of this study aims at the optimization of marketing channels managementand helping TTKS company improve its brand marketing capabilities, enhance marketcompetitiveness and achieve long-term sustainable development.