Research On The Diagnosis Of Dongguan KR Co.,LTD's Marketing Channel

For enterprises,the market management environment and the internal operating conditions are in the process of dynamic change.And the incentive market competition environment will inevitably lead to changes of the internal business strategy.Sustained market competitive advantage has been the strategic target which operators and managers pursuit.Therefore it needs to continually optimize enterprise business strategy,to make enterprises to beat competitors in products and services,to win customer's favor.The management of the enterprise product marketing channel is one of the important means to achieve the above purpose.So how to better optimize enterprise product marketing channel? It has become an important topic of enterprise marketing management,is also the starting point of this paper.First of all,this paper combines with the literature survey method to comb the existing research results,and comprehensive grasped related research in the field of dynamics and the status quo.Second,taking Dongguan KR Company as an example,this paper analyzes the present situation of the marketing channel management,understand the existing channels of channel structure,channel members and management practices.Then,from the Angle of quantitative and qualitative diagnosis of the company's marketing channels: on the one hand,the construction of marketing channel management performance evaluation index,USES the analytic hierarchy process,it is concluded that the Dongguan KR Company marketing channel management performance comprehensive evaluation score of 2.62064,in a poor level;on the other hand,it is concluded that the Dongguan KR Company marketing channel management cost of channel structure,choose precision,frequent channel conflict,channel members to keep and channel performance incentive problems,from the summary of the cause of problems for competitive industry,the marketing concept is relatively backward,lack of marketing management talent shortage and channel management system.Finally,put forward suitable for Dongguan KR Company marketing channel management actual marketing channel optimization scheme and formulate specific measures on the implementation of security optimization scheme.