Research On Elevator Company's New Channel Management System

With the policy of Reformation and Opening,Chinese economy started a fast swelling period lasting nearly 30 years triggered by powerful troika of export,consuming and investment in fixed capitals.Meanwhile,such immense economy growth also offered a scarce development opportunity for Chinese elevator industry.In 2011,Chinese elevator industry has developed to a grand productivity of 400 thousand annul outputs contributed by over 400 elevator manufacturers.In recent years,because of the affection of global economic crisis and macro regulation and control of Chinese government on domestic real estate industry,uncertainty of the whole elevator market was rendered,and the competition became increasingly fierce and cruel.Given an industry depends heavily on the sales channel,the channel management is particularly critical.The company management needs to adopt scientific and systematic channel management method in time,rather than obsolete extensive management mode,to satisfy the fickle marketing environment and customer demand.Here traditional theories of channel management are,with the comprehensive introduction of the development history and features of Chinese elevator industry,utilized to analyze the main problem existing in the marketing management of Chinese elevator industry.Furthermore,this thesis applies Xizi Otis Elevator Ltd Co.,(XOEC)which owns a relatively good distributing channel of elevator industry,as the specific research target,and set up the scientific nature and validity of channel management system and rationale as the main research.On the basis of the historic evolution background and status quo of XOEC,through deploying marketing investigation and analysis of current industry status,further analysis and systematic research on the existing problems of XOEC channel management is extended.In turn with accompany of classic marketing management theories and methodologies,new channel management system with company features and pertinence of Chinese elevator industry is designed and posed.Finally,especially through aspects of integrated channel network evaluation,agent synthetic ability assessment,agent competency improvement,agent incentive,and agent relationship management,an elaborate,pertinent and feasible strategy of channel management is brought forward.