The Research Of BR Marketing Channel Management

With the development of the economy globalization process, product becomes more and more homogeneous. If a company wants to overcome the competitors during stinging marketing competition, he must have key competition ability. During the source of many competition advantages, marketing channel is hard to copy and exceed during the short period. The high effective marketing channel already became the strategy resource to obtain the long term competition advantage for companies.BR Company is the subsidiary company of Bosch Group. Since 1978, BR entered the market of China, mainly provide the component and system solution for the high range industry company in drive and control application. Recently, with the change of the aim of marketing target and competition environment etc, BR company face some problem with the present marketing channel did not adapt the nowadays market request, it effect the competent and market share, and it reduce the working efficiency and profit ability, so we must the solve the problem of present marketing channel management immediately.This article is based on the related theories of marketing channel and took on the BR company as the example, deeply study the present BR company's marketing channel status, and figure out the problems of BR marketing channel, such as the selection of channel members, channel conflict, the credit management of channel members and the inspire of channel members. Then rise to improve the selection of channel members, enhance the channel conflict management, built up channel credit management system and set up reasonable inspire system. From the research of this article, it can provide the decision reference in channel management for companies, normalize the marketing behavior of channel members, enhance the working efficacy of channel, and release the win-win between company and channel members.