Research On The Management Of Marketing Channel Members Of The CNC Machine Tools Of The HM Ompany

Machine tool is a special industrial product and the mother machine of industrial production,which plays a vital role in manufacturing production and the development and expansion of enterprises.In recent years,the domestic market for imported machine tools gradually increased,driving the development of CNC machine tool factories at home and abroad.Development means competition.In order to survive and develop in the fierce market competition,the management of marketing channel members is particularly important to the survival and death of enterprises.Marketing channel member management of HM company is confused:lack of scientific selection methord of marketing channel member,conflict exist among channel members etc.In allusion to it,based on the relevant research and theoretical basis of domestic and foreign scholars,this paper analyzes the management of marketing channel members of HM company from two aspects of channel member selection and conflict by using the method of combining theoretical research and case studybased on related research and theory basic of domestic and foreign scholars.In this paper,first of all,we analyze current situation and existing problem of marketing channel member management of HM company,then we make the index of the marketing channel members of HM company,and use AHP method to evaluate and determine the priority of the index,and then combine with the FCE to assign the evaluation value of each factor,so as to get the comprehensive score of the members.The evaluation model of the selection index of the marketing channel members of HM company is obtained,and then the empirical analysis of the member selection evaluation effect is carried out in combination with the existing members of the marketing channel of the HM company.Then the conflict of marketing channel members of HM company is briefly described.The main causes of three members'conflicts are analyzed from dimensions,and the impact of their advantages and disadvantages is summarized,and the management methods of the corresponding channel member conflicts are obtained.Finally,aiming at the evaluation result of channel member selection index and the analysis of channel member conflict management,this paper puts forward the targeted measures of marketing channel member management of HM company.The member management of enterprise marketing channel is great strategic significance to enterprise management and marketing.How to select channel member and resolve the conflicts between them is an inevitable problem.This paper,from the angle of theory and practice,shows that strengthening the management of enterprise channel members is beneficial to improve the sales performance,expand the market share and turnover of the company,and also help the company to understand the marketing channel correctly.Better design and use of marketing channels provide scientific ideas.