The Study On Optimization Of Entity Channel Of Small And Medium-sized Communication Equipment Manufacturers

With the great opportunity of China's reform and opening up,the communication equipment manufacturing industry has also won a rare opportunity for more than 30 years of development.The T company in this trend has also found its own market share in this opportunity.Actually achieved considerable development and its scale and efficiency has been growing for several years through the sincere cooperation between the company and the channel.However,with the intensification of competition in the domestic market and the current situation of bottlenecks in the development of the industry,especially in recent years,various manufacturers have paid more and more attention to the construction of the company's entity channel,the operation of which directly determines whether the company can improve its sales,brand image and market share.It is not easy to establish a sound entity channel manufacturer operation system to provide high-quality services to customers with the company,which involves the construction of the entity channel level,the control,the incentives,the assessment of the channel,etc..The emergence of these problems caused the decline in the sales and market share of T Company,which seriously affected the implementation and completion of the company's overall strategy.Therefore,it is necessary to conduct in-depth research on the optimization of entity channels of small and medium-sized communication equipment manufacturers,formulate a set of optimization strategies for physical channels,and use new technologies to solve the problems concerning training and technical services in the operation of physical channels for customers so as to guarantee better services for customers.On the basis of considerable literature review,this study conducts surveys through questionnaires and field research,as well as in-depth interviews of peers on the problems of channel management of similar companies,makes in-depth analysis of these issues collected,then implements targeted governance on various issues in the channel operation process according to the actual situation of the company,and finally forms the governance a corporate system and operate it in the company.In a result,the chaotic situation of industry channels and regional channels in the past has been solved by reassessing the contribution of each channel market to sort out the channel level and re-establishing a reasonable channel structure.The problem of channel management and control has been effectively solved through customizing and strengthening the channel information management function through CRM system,further strengthening the channel information reporting system,strengthening the interaction with customers through regular visits,and carrying out closed-loop operations in the system for production,delivery,after-sales,etc..The problem of channel dumping has been solved by tracking the logistics status of goods and equipment by applying the new technology of the Internet of Things and open this system to customers so that customers can monitor the logistics status of the equipment in real time.The incentive problem of the channel has been solved by establishing a reasonable KPI assessment mechanism,which encourages salespeople to be more motivate to complete the company's various indicators.The effect of training and customer remote guidance has been greatly enhanced by adopting the new mobile Internet products and the company's overall brand competitiveness is greatly enhanced by increasing the company's brand promotion strength.The research on the optimization of T company's entity channels helps the company increase the sales and market share through channels by solving the problems of the existing entity channels so that both the company and the channel can achieve a win-win situation.At the same time,the research hopes to provide constructive suggestions for other companies who encounter similar problems in the process of building physical channels.In addition,it also hopes to make contributions to the theoretical and practical research on enriching entity channel optimization.