The Marketing Channel Optimization Strategy With EDU Elevator Company

The elevator industry has got the rapid development since the reform and opening up in the1980s of the last century. At the very beginning, there were only four or five elevator manufactures, but today, this number has increased to more than500. The elevator market has also turned into a buyer’s market from the initial seller’s market. Facing the increasingly competitive market environment, the young EDU Elevator Company, on the one hand, increase the product development and improvement to challenge the serious homogeneity in the elevator industry, and reduce the production cost to gain the price advantage, so that they can have better selling points to attract customers; on the other hand, they take efforts to expand the marketing channels and to seize the market shares.This thesis retrospects the relevant theory and research approach in marketing channels, and introduces the operating status of the EDU elevator company, including their current marketing situation and their existing problems. For instance, the channel management model is too flat to affect the market coverage, the assessment and incentives to agents are not sufficient enough, leading to the uneven agents level, the inefficient market channel management, and the poor brand reputation. The reaction to client concerns and agent needs are too slow to maintain a satisfying relationship. The appraisal and incentive measures for both internal and external channels are not so motivating to keep the morale and loyalty of sales representatives and agents. The terminal control is not so strong to immediately find the real needs of customers as well as to keep their loyalty.This thesis puts forward the proposals and solutions to the above mentioned issues through the relevant management theory, by combining the characteristics of the EDU existing marketing channels. For example, establishing branches; combining horizontal management with the vertical one; combining to flat management and deep marketing, expanding the market coverage; establishing the standard agent evaluation and appraisal system to improve the current agency management; raising the market channel efficiency by improving the internal process and applying to the information technology as well as centralizing and decentralizing the authority; setting up the scientific sales target by integrating many kinds of rewarding to raise the loyalty of agencies; strengthening the terminal control abilities to improve the long-lasting relationship with clients and to enhance the daily management with sales staff.In the end, the thesis summarizes the the results and proposals of this research in order to ensure the healthy and orderly improvement of the company marketing channels by establishing the measurement rules through three aspects of the marketing channel system, of the personnel, and of the information.