Research On Channel Strategy Of Shenyang Branch Of GK Elevator Company

Elevator industry in our country after 60 years of development,and with the development of the real estate industry and the perfecting of urban infrastructure,has become the world's largest elevator market in our country,present a tendency of rising demand for and supply of the lift.But with China's construction industry growth is slowing,elevator market is large,and fiercer competition among various manufacturers.In front of the huge market pressure,GK elevator company of shenyang branch channel high turnover rate and channel management issues highlighted.In order to survive and develop in the competition,in this paper,the GK elevator company conduct the thorough research to the shenyang branch channel strategy,and put forward improving strategies,eventually to reach the company sales performance of ascension.This paper mainly through literature research and case analysis method of GK elevator company of shenyang branch channel strategy for research.This paper from the GK elevator co.,LTD.Profile and GK elevator co.,LTD.Shenyang branch of the marketing channel strategy present situation analysis,find the problems existing in the shenyang branch channel strategy.And from the channel mode,project conflicts,operational efficiency and channel control terminal customers deeply analyze the deep cause of the problem.Second,the GK shenyang branch of the existing marketing channel strategy is improved.In channel strategy design again,first consider the channel overall mentality adjustment,and then puts forward countermeasures to solve above problems.Again,through the institutional guarantee,the personnel safeguard and the enterprise culture construction three aspects as the guarantee of improvement strategies of marketing channel.Based on the channel model proposed by the combination of direct sales and distribution sales model,strict zoning and cross-regional sales management;In the aspect of channel conflict management,put forward strategy of channels marketing system and perfect evaluation system;In the aspect of channel operation efficiency is put forward to strengthen two-way communication,strengthen the recruitment of agents,screening and evaluation of strategy;In the aspect of channel control terminal customers put forward to improve channel member motivation,channel gains and adjust the organization structure strategy.Through shenyang branch of GK elevator company marketing channel strategy research,not only can promote marketing channel construction,also for other elevator enterprise marketing strategy formulation.