Research On Marketing Channel Strategy Of M Company Under The Background Of Reform And Reorganization

With the increasing global warming and the exhaustion of traditional fossil energy resources,the challenges to energy are becoming more and more serious.Wind energy,as the most mature,most efficient,most scalable application conditions and the most promising commercial technology in new energy power generation technology,has been vigorously supported and applied by governments in various countries.Encouraged by the energy revolution,from state-owned enterprises to private enterprises and even small personal enterprises are trying to get a share of the huge wind power industry.In order to compete so fiercely and cruelly in the wind power market to kill a unique way of development,we must develop their own unique core competitiveness,so that other enterprises can only be imitated and can not be surpassed.In terms of products,the homogenization of wind power equipment is becoming more and more obvious;in terms of price,the whole kilowatt cost is getting lower and lower,the profit margin of the enterprise is squeezing smaller and smaller;in terms of promotional methods is much the same.In the sales"4P" the only possible way to stand out is in the sales channels.Whether a company can have a healthy,complete and stable marketing channels is the key factor to determine the success or failure of a company.Sales channels have become the core competitiveness of the survival and development of enterprises,and providing services to customers through sales channels is the fundamental way to maintain sustainable core competitiveness.Therefore,sales channels and channel management in the long-term development of enterprises and the target market occupies a more and more central position.Sales channel as a link between the whole machine manufacturing enterprises and end users,has a pivotal position,however,due to the special features of wind power products,the sales channel model suitable for the fast moving consumer goods industry may not fit the wind power industry.And at present,the domestic market for wind power manufacturing industry sales channel research case is relatively scarce.This paper makes a and positive attempt and exploration on the marketing channel strategy of M company,and innovatively selects the marketing channel as the research object,which is different from the previous research subject which takes the whole macroscopic marketing strategy as the object.M wind company is a state-owned enterprise background engaged in wind power equipment manufacturing and production,research and development,sales,operation and maintenance and after-sales service as one of the large-scale integrated power company.Firstly,this paper summarizes the research background and significance of the marketing channels of wind power industry enterprises,reviews the research achievements of scholars at home and abroad,and summarizes the research substance and technology roadmap of this paper.Based on the current situation and existing problems of M company's sales channel and by using PESTN model,industry five-force model and SWOT matrix model to analyze the internal and external environment of enterprises and industry,the paper puts forward the optimization scheme for the sales channel design,that is,the own salesperson is responsible for the large and high quality customers of the company,the first-level agent is responsible for the small and medium-sized customers,and the network direct selling mode is adopted for the maintenance of existing customers.Also,the effectiveness of the design optimization scheme is demonstrated from the perspective of the customer's channel purchase cost.The design optimization scheme solves the problem which M company relies too much on channel middlemen in its current sales channel strategy and provides the foundation and guarantee for further optimization of sales channel management.At the end of the paper,the optimization scheme of channel management is given.By adopting the measures of incentive optimization,such as training,performance,price and so on.And by establishing mutually beneficial and win-win cooperative relations,a platform for information collection and interaction,and accounts receivable management system,we provide constructive suggestions for the improvement of M company's sales channel management.