The Marketing Channel Optimazation And Implementation Strategies Of O Firm

With the rapid development of economy in our country, the economic system is becoming more perfect, the enterprise in our country will face more complex and changeable market environment, competition among the companies will be more intense. Facing such opportunities and challenges, how the enterprise should make decisions themselves in many aspects? Competition has broke through the boundaries of the regions and countries, and extended to all parts of the world, On the depth and breadth the enterprise has changed traditional product and price competition, gradually developed into service, channel and market competition, then the competition focus gradually shifts from the previous products to channel, the company should introduce more excellent channel members, build their own marketing channels, change the previous trading relationship with channel members into partner relationship.As to building infrastructure, with the rapid development of Chinese economy, the number of the new urbanization construction, large comprehensive commercial building, subway, airport and other public facilities grow fast. To utilize the limited land resources better, there are more and more high-rise buildings and the city skyline continues to improve, not just in the one-three line cities, but also in the four-six cities and towns, the use of the elevator is becoming more and more popular. According to the statistics of Chinese elevator association, by the end of 2013, the amount of Chinese elevator has reached 3 million and grows by 20% a year.The above data will bring huge opportunities and challenges to the elevator industry, elevator enterprises should devote themselves to the design and development of marketing channels and will be the winners in the competition. O elevator company is one of the world’s biggest elevator companies, in order to maintain its largest market share in the world, it not only sets up marketing network in the center of the original city, but also has pushed four- six cities construction of marketing network channels. We take the O elevator company as the research object, this paper first studies the development of O elevator company marketing channel, especially for the current situation of the marketing channel management mode in the southwest of China, we analysis the O company channel management through the elevator service output, channel flow, efficiency of marketing channel and channel power and redesign the marketing channel and management structure in southwest, we implement plan by steps for each company and hexagon line city in the southwest of China and evaluate the results. In the final we elaborate the legal constraints and some possible problems in the process of implementation of the marketing channel management plan, and make some feasibility advises.