Research On Channel Management Optimization Of The QA Corporation In Shandong East Market

As rapid development of China's economy slows down comparing with previous,the needs development of overall size consumer market is no longer as fast as before.At the same time,the market purchasing power becomes weak correspondingly.QA Corporation is the same as the FMCG(Fast Moving Consumer Goods)industry,which is a multinational company headquartered in Italy and is the world's leading candy maker.Due to the excellent product power and rapid development of product market environment,QA has been rapid developed since entering China in 1994.Shandong market works in the same way.Good sales growth before 2013 made the company ignore the improvement of channel management.Channel management model of QA has not been innovated along with the changes in the environment.All these exposed many problems due to changes in the economic environment and sales can not grow continually.This thesis analyzes the current situation and management problems of Shandong East market and the causes of current problems.Through the combination method of theory and practice,this thesis puts forward the channel management optimization methods and implementation steps of Shandong East market.The thesis is divided into six parts:1.Introduction describes the background and meaning of the topic,states researches on channel management at home and abroad,tells the main contents and research methods of this thesis.2.Introduce the relevant theory.This thesis introduces three main basic theories of channel management.Namely,marketing channel management,channel control theory and methods as well as dealer management theory and strengthen methods.It provides theoretical basis for channel optimization management changes of Shandong East market.3.Analyze the current situation of channel management in Shandong East Market.The first part mainly states QA company's development history and the profile of Shandong East Market.It contains the company's development in Shandong East Market and basic situation of sales meeting the bottleneck.The second part describes the channel structure: the basic sales channel including distributor channel,wholesale channel,cooperative channel,direct sales channel and KA channel.The third part explains distribution model and the situation of onsale products.The distribution model are electronic commerce model,distributor model and direct supply model.The conditions of sale including four basic forms of brand,packaging and product price distribution.The fourth part points out channel management problems of Shandong East Market,which are unstable price system,serious channel conflict,lagging distributor management and weak channel control.The fifth part analyzes causes of the four problems.4.Analyze various elements of Shandong East Market environment.Four elementsare analyzed,namely: market analysis,industry environment,internal resources of QA and the brand life cycle.The industrial environment mainly analyzes the competitors,substitutes,potential entrants,suppliers and purchasers.Market analysis needs to analyze market concentration,market conditions and channel members.Each brand's life circle describes entry period,growth period,mature period and decline period of QA's four brand.The QA's internal analysis includes organizational structure and resource inputs.5.Combined with the market environment faced and channel management status,four aspects of channel management optimization were put forward.Firstly,price sorted out refers to readjustment of mark-up on each channel.Secondly,channel conflict resolution refers to distinguish of online and offline product in order toensure accurate resources input and combat goods resources flow.Thirdly,strengthen the channel control refers to that strengthen the direct channel planning and execution,improve the planning capacity of KA,strengthen the wholesale channel investment maintain and strengthen coordination and commercial channels.Finally,improve the management level of the dealer.Discuss mainly from the three aspects as following,the dealer's classification management,dealer management standardization and dealer training.6.Protect channel optimization management measures.This part is divided into four parts,which includes the definition of channel members' function and roles,stable sales team,providing accurate sales data and rational delivery of resources ensure.