The Research On Electric Marketing Pipeline Management Of Guangzhou Jinsong

At present domestic electrical appliances sale enterprise have to look to channel construction in the situation that product,price,promotion and other factors can't obtain competitive advantage.However,the most current domestic electrical appliances enterprise channel construction is not ideal in the reality,there are a lot of problems such as "control of the channel strength is too small,the loss of active control,the channel middlemen bargaining power is low,enterprise's cash flow is easy to fracture;response to market information collection and market changes slowly;dealer incentive system is not sound,dealers' enthusiasm is not high,channel intermediaries within the marketing ability of no effective play;growing cockiness requirements of distribution channel members" and so on.This paper,based on the working practice of a large number of first-hand information with business guangzhou j insong company marketing cases,takes guangzhou jinsong appliances as a typical case,using the channel integration theory,analysising the current our country electrical appliances sale enterprise channel management experience objectivly and the existence question,systemly studying how to innovate to the electrical appliances sale enterprise distribution channels.Conclusions are as follows:The marketing channel taked by Guangzhou jinsong is different from competitors marketing sales channels,which is priority to the direct marketing model,and secondaryagent modein.This channel management mode have follows problems:first,the channels focuses on 1-2 class market,3-4 market outlets.Second,multiplicity channel mode is diversity rusulting the company's sales policy,and increasing the cost of the coordination between different channel mode.Third,the information communication is not smooth.Fourth,the channel management is not standard.Sixth,the marketing channel control is not strong.Seventh,the channel resources are shortage.Eighth,channel cost is high.The ninth,the "big problem" has become increasingly prominent.(2)The advice to Guangzhou jinsong appliances optimization marketing channel management.Guangzhou jinsong needes to keep up with the need of flattening channel according to the direction of the development of channel,continuously strengthening the control of the channel members,optimizing the channel cost control,improvingt the channel conflict management,perfecting the dynamic adjustment of channels.Also according to the marketing company's functional and business characteristics,constructing a system structure including five modules channel management information system,which inculdes market management,sales management,customer service management,warehousing,distribution,financial accounting,etc.