Research On Marketing Channel Management Of An Industrial Company

ABSTRACT:In terms of enterprises, marketing channel can say is not only a kind of promotion methods, and can keep it as the enterprise competitiveness of powerful weapon in the competition, and even can be said to be used to measure how the enterprise core competitive ability the important way. For industrial products marketing, marketing channels can be seen as essentially industrial enterprise to survival and development of territory and the important place. Based on this, this study is based on the actual situation of BAL company as the center, of the marketing channel construction work has carried on the comprehensive study.In the beginning, this article is about the background of the industrial products marketing channel made a simple introduction,which covers the topic research significance and purpose, on the basis of the literature at home and abroad were reviewed in this paper, this article also puts forward the concrete research route, as well as the main research contents and research methods. Next, with the theory of marketing channel management as the breakthrough point, explains the importance of marketing channels, especially some of the mainstream theories on the management of marketing channels.Then, this paper adopts case study method, industrial products to BAL company in the marketing channel in-depth analysis on the current situation of construction work, especially in the channel of advantages and disadvantages, opportunities and threats, and other aspects are analyzed, namely we often say the method of SWOT to analysis the BAL company’s marketing channels, and on this basis, obtained BAL company marketing channel improvement Suggestions, such as using development strategy of market channels, and channels for mining again, and from the Internet to expand the practice of marketing ideas. Then, on this basis, this paper puts forward the improvement and optimization of the industrial products marketing channel of BAL company, and concluded how to reduce the distribution cost, improve the efficiency of the marketing work, and strengthen the management and control of distributors, and other train of thought, to further do well the relevant work. In particular, can be used to further improve the network of cultural marketing channels, marketing channels, and other ways to expand marketing channels. At the end of the article, the author also industrial products to BAL company in the marketing channel management and puts forward some measures and Suggestions for implementation and control. Such as from the perspective of human resources, organizational structure, as well as the implementation of the promotion, and other aspects to take corresponding measures, and with the aid of new control method, in order to promote the sustainable development of the company’s purpose.