Research On The Optimization Of Distribution Channel Of Company ‘A’ In China

With the deepening of economic globalization, multinational companies promote the economic integration of capital flows, the multinational corporation’s sales continued to expand. ‘A’ company is a multinational instrumentation industry and entered Chinese market in 1970 s from the USA. Recently, China further clarifies measurement calibration of marketization, and with the adjustment of the product system and the emergence of competition, ‘A’ company need to further optimize the existing distribution system, to adapt the development of China’s market needs.Firstly, the paper analyzes the market scale, organization, market development and the final customer positioning of market characteristics. And found a strong correlation between ‘A’ company’s sales and sales value of industrial enterprises above designated size by correlation analysis. Through the analysis of distribution channel structure, sales of distribution channels, distribution products, the dealer selection and incentive system, distribution channel and relationship management, compared with Chinese market characteristics and the future direction, refer to the concept and structure of distribution channel and efficiency analysis, the paper found problems that market distribution and the dealers’ development is imbalanced, and channel relationship is not stable.Aimed at the problems existing in the distribution channel of ‘A’ company(China) and analyzes its internal cause, refer to influencing factors of distribution channels. Through the distribution channel structure design, the dealer selection and evaluation system, the dealer incentive system, regional channel middlemen between supervision and regional trans-region management five aspects carries on the analysis to find cause of the problem, and deeply using cluster analysis on the dealer selection, evaluation and incentive system problems.According to the above, set distribution channel optimization objectives and principles, put forward optimization strategy of distribution channel management for ‘A’ company, according to the concept and theory of distribution strategy, distribution channel management and control, distribution channel evaluation and optimization and customer relationship management. The paper put forward optimization strategy of distribution channel management for ‘A’ company. Mainly from the optimization of distribution channel structure, distribution channel management system and middlemen management. And design the dealer selection and assessment system with AHP(Analytic Hierarchy Process) method.This paper analyzes roundly on Chinese market of ‘A’ company and found problems on distribution channel management. To solve these problems, using related theory and method of distribution channels, combined with practice, put forward solutions and optimization strategy, solve the problems on the Chinese market development process of ‘A’ company, make suggestions on distribution channel management of ‘A’ company, improve market share and market competitiveness of ‘A’ company, at the same time,make a reference to other companies in the industry.