| According to data from the Chinese population online,the number of births per year in China is increasing at an alarming rate.The number of new students in China is likely to be more than 18 million annually,according to state family planning experts.About the personage inside course of study the maternal and infant market is put forward according to the present,maternal and child supplies industry will be a new economic bright spot,in other industries constantly emerging,"before" scene is good,there may be more and more people into the industry[1].The research object Z company,in 2009,entered the market for mother-baby products in GUIZHOU.With the joint efforts of management and staff,the scale is expanding,with annual sales of more than 10 million.The number of direct stores owned by Z has also increased,with 10 franchised stores.In the increasingly competitive market in GUIZHOU,the company has also seen some management problems with channels.In this paper,based on the market,part put forward by the scholars both at home and abroad about marketing channel and channel management theory and research on current development of maternal and infant supplies at home and abroad,on the basis of macro environment of Z company with PEST method are analyzed.Secondly analyzes the external environment of Z company,GUIZHOU market and Z company's overall marketing environment of SWOT analysis,find out their advantages and disadvantages of distribution channels,and facing the opportunities and challenges.Finally to the Z company status and distribution channels of distribution channel management present situation analysis,in the concrete using the method of depth interview to find out in the practical work of Z company management problems in the existing distribution channels,and proposes the corresponding improvement Suggestions and measures of distribution channel management. |
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