Research On H Ink Company Marketing Channels Management

In recent years,the ink industry is faced with more and more stronger competition,with the development of globalization,the key technology of the ink company isn't the only competitive weapon,the more important thing is to build and manage the marketing channels.H ink company sell its product by the distributors in chinese market,its business is rising every year but it is slowly and there are many problems in marketing channels management now, for example, the product and price problems,channel incentive,channel conflict and credit suppport,internet marketing had been used in the ink industry and how to judge its advantages and weakness,it needs to do more research.About these problem, H ink company should make some changing,if not, it will lost the business in the market.This paper takes the marketing channels management theory and marketing 4P theory as the theoretical basis, and do some research on marketing channels management of H ink company,take the quesionnaire survey,depth interview and model administration theory on this paper.It analyse the problems of marketing channels management in H ink company and make some suggestions.Firstly, this paper do some research and summary on marketing channels theory,industrial product marketing,4P theory,internet marketing theory.Secondly, it introduce chinese ink market and some major ink companies with 4P analysis, at the same time,it also introduce H ink company and six kinds problems of marketing channels management, such as slow price decision,too much emphasis on the relationship between price and sales,be lack of communication before increasing price;the packaging of product and product renew;fleeing goods conflict;the distributors incentive is too simple and can't mobilize the distributor's enthusiasm;credit support isn't suit of the market;the internet marketing affects the traditional channel and so on. Then it analyse and research the causes of these problems.Finally, the paper make some suggestion on the marketing channel management problems of H ink company.For example, H ink company should pay attention to the distributor's demands on the product and price;according to different distributors,there are many difference on stage of development,financial strength,educational level and so on,H ink company should make personalized incentive policy and sustainability to the distributors; make policy to avoid and punish the distributor who fleeing goods;try to test the internet marketing and give more support to distributor on credit and so on.This paper is also helpful in marketing channel management of the other ink companies and some printing material companies.