TH Company Marketing Channel Diagnosis And Optimization Research

Along with market competition intensifying, it is more difficult for the enterprise to obtain competitive advantage, only through sales promotion means, such as product, price, relationship and so on. So it need to higher requirements for marketing channels managements. A good marketing channel management has been playing a more and more important role in enterprise’s daily business.TH Advanced Materials Co.,Ltd. is a large state-owned enterprise,in the special fiber industry occupy the domestic market leader. However,At the same time,in the development of the company, It also has exposed many problems, especially in the marketing channel management issues. Based on the TH company as the research sample, after a lot of literature research,at the first,The article elaborated the Chinese and western scholars on the basic theory of marketing channel management, reviews the related theories. Then using product marketing 4Ps combination, the PEST model and SWOT method to TH company deep analysis has been done for the company’s marketing management.Then,the article analyzes the formation,evolution and current situation of marketing channel management of the company.It think TH company’s channel management problems covers the channel structure, channel members, channel conflict and so on several aspects.In the end, according to the specific problems of TH company marketing channel with the combination of channel management theory,the article put forward optimization design.Then,according to the optimization design objectives, strategic ideas and guiding principles,the specific optimization measures are put forward.This article tries to view large state-owned enterprises in the special fiber manufacturing common problem in marketing channels through in-depth analysis of the TH company marketing channel, and combining the theory of marketing channel management, puts forward specific solutions for corresponding problems, hopes for certain reference significance of the special fiber manufacturing enterprise marketing channel construction.