Research On Marketing Channel Management T Company

In a highly competitive and rapidly changing domestic and international market, it is crucial for any enterprise to foresee the market’s future trend and constantly make improvement and innovation, especially the change of marketing channel to survive and further develop in the fierce competition environment.This article presents a research result based on marketing development activities between April,2006and December2006within Tanyutou food co., LTD.(hereinafter referred to as T). In its early stage, T authorized Tanyutou Chuan Fu Trading Company (hereinafter referred to as TCF) as its marketing company. Despite of substantial amount of manpower, material resources and financial resources invested in the project, TCF failed to achieve its marketing target. T withdrew franchise from TCF as the result. After withdraw the franchise, T didn’t carry out a proper market research and its product still had difficulties to get into the market. The plight of the company did not improve.This article analysis, using the SWOT method, T’s strengths, weaknesses, opportunities and threat, taking into account both tanyutou food company’s internal factors and the external environment. By using five model analysis method, the article analyzes the company’s products competitive environment. At the same time, in view of the tanyutou food company marketing channel problems, using the method of case analysis, points out that the company and the serious problems of the existing marketing channel, and to design a new marketing channel mode, establish the marketing channel member selection criteria, the system construction of the elements of marketing channel management process and summarizes existing in the early stage of the company marketing channel conflict, channel assessment and incentive mechanism is established. Finally, an online marketing is proposed. This paper conclude that companies choose what kind of marketing mode to expand the market, must do good to the enterprise market environment analysis and research, using the optimal model is beneficial to the development of enterprise marketing channel, eliminate blind into the market. At the same time, the enterprise should pay attention to the practice, professional, dynamic and systematic management of marketing channel.