Research On Marketing Channel Optimization Of Kone Elevator Corporation Limited Harbin Branch

With the rapid development of economy,China has become the largest production base and the biggest sales market in the world.But because of the recession of the real-estate market,the overcapacity situation of the elevator industry is becoming more and more obvious,and the market competition is becoming increasingly fierce.The marketing channel management of elevator enterprises directly affects the product sales,the market share and the brand image.Therefore,based on the actual situations of their own developments,enterprises should adopt of effective marketing channel adjustment and optimization measures to expand the market,to raise product sales and to enhance the brand influence.Based on reviewing the domestic and foreign relevant theories of the marketing channel concept,the structure and influence factors of the marketing channel,this paper analyzes present situations of the marketing channel structure,the agent management and marketing channel conflict management of KONE Elevator Corporation Limited Harbin Branch(hereinafter referred to as KONE Harbin Branch).After nearly a decade of development,KONE Harbin Branch mainly sells middle-end and high-end elevator products in Harbin,Qiqihar,Mudanjiang,Jiamusi,Daqing.The company owns the agent team with the strong sales strength and has a higher market share and brand influence in these markets.But due to changes of the external environment,such as policy,market,technology and society,there are problems in three aspects of the existing marketing channel of KONE Harbin Branch,which are the marketing channel structure,agent management,marketing channel conflict management.Because of these problems,the sales growth rate of KONE Harbin Branch has fallen dramatically over the last two years.In order to maintain a competitive advantage in the market,KONE Harbin Branch needs a whole optimization of existing marketing channel.In combination with the actual situations of the company and in view of the problems existing in the marketing channel,this paper designs the marketing channel optimization scheme,which includes the adjustment of marketing channel structure,the improvement of agentmanagement and the settlement of marketing channel conflict coordination.In order to ensure the smooth implementation of the marketing channel optimization scheme,this paper puts forward the corresponding security strategies from three aspects of people,information and culture.