Research On Marketing Channel Management Of Zpad Product In Malata

In recent years, while market competition is increasing intensely and domestic market structure is changing rapidly, IT enterprise management gradually has changed refined. It’s self-evident for importance of marketing channels construction in whole business circulation of IT products. The traditional marketing channels of IT products are all enterprises or for-profit organizations including distributors, retailers and service providers that can provide product services for suppliers and terminal client. While the IT product will be close to easy consumption goods with rapid development of the information technology, unprecedented opportunity is provided for innovative marketing channel of IT products.In this paper, based on the theory of marketing management and channel integration, the overall strategic situation, channel management and marketing environment are analyzed carefully in Malata Company. The marketing channels of "Zpad" product is discussed In particular. Through the status analysis of marketing managements in Malata, the channel members, distribution capacity and network stability exit shortcomings on the innovative construction of distribution channels for IT products. The advantages of market and technology with innovative development aren’t appeared fully in marketing channel construction.According to problems of channel management in Malata, the management and assessment methods on integrated channel are proposed. Followed by above-mentioned methods, the distinct advantage of marketing channel is formed on Malata’s product. At the same time, the channel model mixed innovative channels and traditional intermediaries should be combined with innovative product development ideas in Malata. While strengthening the design and construction of marketing channels, the interests of coordination and inter-channel distribution are concerned. The long-term and stable cooperative relationship is maintained with strengthen communication among channel members and the management of marketing channels is strengthen with channel controlling. In addition, some appropriate incentives means can be used in process of channels operation monitored and tracked timely.