The Research Of Firm A Sales Channel Management

With the accelerated process of global integration, companies not only need to face the fierce competition in the domestic market, and also have to consider the impact of globalization in new management concepts. How companies in the fierce competition become outstanding is particularly important. Especially in the case of growing homogenization of products, similar product promotion methods and low-price competition, companies must find the core competitiveness that the competitor is difficult to replicate and surpass, and marketing channels are the most important in how to win.Based on actual cases of firm A in channel management, this article analyze the macro environment environmental and competitive environment that the environment-friendly companies face. Besides, it also combined with firm A its own strengths, weaknesses, opportunities and threats, as well as the current status of firm A’s channel management from which the author find the problems existing in the channel management,and reasons as well as method how to resolve. The author also found that most of the small& medium enterprises face the similar problems that the firm A face in the channel management, such as lack of strategical aim and principle in channel management, chaotic product pricing, inconsistence channel policy and standards, difficult management followed by over-wide channel structure, weak control in channel management, insufficient evaluation and assessment mechanism and conflict management mechanisms. Based on the 6 years working experience in firm A, the author proposal a set of strong operational solutions to resolve in the effective method, from large perspective to small one, from the macro to the details,for example, identify the principle of channel management, strategical aim, keep consistence in the channel management criteria and policy, focus on the channel incentive system, re-design the marketing channel, rebuild the distributor’s team and talented managers, build the mechanism in culturing and evaluating the distributer team, as well as enhance the capacity of channel control. In a word, the author offers the ways in how to improve the channel management.The author hope firm A’s competitiveness could be improved through reshaping firm A’s channel management mode, as a result, to achieve sustainable development of firm A.