Study On Structure Adjustment And Control Of Marketing Chanel Of BX Co., Ltd

When a manufacturing industry segments into homogeneous competition stage, the enterprise should be how to deal with? As a private enterprise of BX Co., LTD., in hospital infection control equipment industry in robust cultivated more than ten years, from the initial workshop assembly is now the largest only focus in the indust ry’s R & D, production and sales of enterprise growth. The growth trajectory like all private enterprises, not only experienced the outbreak of domestic demand brought about by rapid growth, has also experienced a change of pain. The age and national condi tions given group common characteristics of private enterprises, how to break the shackles of the traditional cage, the modernization of enterprise management and standardization.With a sense of mission of the times. In this paper, the author from the marketing channels, the microcosmic angle of, of BX Co., LTD. marketing channel management practice as the research object, on the basis of research and analysis put forward a series of strategies.This paper first elaborated the marketing channel management related theories; then from the perspective of manufacturing enterprises in the analysis of BX Co., LTD. facing internal and external environment, think of BX Co., LTD. is facing the deterioration of the external competitive environment and internal strategic transformation of the critical period; Followed by of BX Co., LTD. marketing channels to the formation, development and current situation were observed and analyzed, that under the new situation of BX Co., LTD. marketing channel advantage is more prominent, can not support keeping advantages in the fierce competition in the market of BX Co., LTD. must improve the management of marketing channels, to strengthen the control of the market; Finally, the paper puts forward suggestions for improvement of marketing channel management: Within the Co., LTD. established strong channel management department, to as the hub of horizontal communication mechanism, foreign as improve channel management organizational guarantee; channels from the competent ability and channel interactive characteristics of two side face of the existing channels were evaluated and based on the e valuation results re zoned points and the definition of channel distribution or agency area, the number of level and product line, so as to establish a multi-level system of channels; by customer reverted to the headquarters management, establishment of a zone management system, establish a market based database to strengthen the Co., LTD.’s control of the channel, price strategy is used to guide the channel behavior, by agreement and price strategy of curing multi-level marketing system.In the process of writing this thesis, through interviews of BX Co., LTD. old employees, reading historical materials, visited the competitors, reviewed the literature, methods such as collected rich and detailed information on the one hand, the analysis laid the foundation.Marketing channel is always for the manufacturer’s service strategy, the internal and external environment of the enterprise in a constantly changing, development strategy will do with the corresponding adjustment, marketing channel should also be advancing with the times, automatic adjustment in order to adapt to changes in the environment to help enterprises to maintain or establish a competitive advantage. Marketing channel system is not good and bad points, only with the development stage of the enterprise whether to adapt to.