Improvement Research On Channel Strategy Of YH Company Based On The Relationship Marketing Theory

With the development of China’s economy and the degree of marketization, competition in the IT industrial-product-market is becoming increasingly fierce, uncertain factors arose unceasingly. Relations in the market are more and more complex, the difficulty and complexity of marketing channel management is also rising. With the product renewal cycle speeding up, the homogenization phenomenon is difficult to avoid. How to establish and maintain differentiated competitive advantage in the marketing channels, become an important strategic task for many enterprises. This article selects YH Company which is a typical IT industrial manufacturer as a case of study. From the perspective of relationship marketing theory, the improvement of the YH Company’s channel strategy may have some relevance and reference values. Fist, through the overall analysis of the YH Company’s marketing strategy environment, then the analysis of the effect related factors on marketing channels, then focus analysis of YH Company of channel tactics and its running status, after that, by combining the relationship marketing theory with the company’s actuality, made the improvement of the company’s channel strategy with some useable new ideas and methods.