Marketing Channel Management Research On Tiens Group In Africa Region

In order to achieve the target of maximizing profits, Tiens Group should deepen reform and strengthen management with the economic development and more competition in the Africa market. Marketing channel is one of the important components of Tiens Group's management. To strengthen marketing channel's management will help Tiens Group control cost in some level, reduce the unnecessary expenditure and increase the economic profit.Starting from 2006, competition through Africa's direct selling company is no longer limited in the areas, such as technology, manufacture and branding. More and more direct selling companies focus on the marketing channel, and change the marketing channel model from "pyramid" to "short-wide".At first, I make the analysis of Africa's economic, political, social and scientific environment using the theory of PEST. And then, based on the result of Africa' macro environment analysis, I target the marketing channel management's problem from unauthorized distribution, distribution network chaos and vertical marketing channel conflict. Next, combined character of Africa market with the comprehension of marketing channel management and operational level I give the suggestion and solution from channel conflict, channel motivation and channel policy. Finally, Tiens Group marketing channel in Africa will be further improved, and consolidated in the area of direct selling for primacy.This study is not only for the great significance of Tiens Group's marketing channel management policy formulation and implementation, but also for an useful reference and inspiration of the same type of direct selling companies.