T Company's Marketing Channel Problems And Countermeasure Research

With the rapid development of the economy,the competition among enterprises has become increasingly fierce,and the objects of competition have become increasingly diversified.It has been difficult to win a favorable position in the competition just by means of products,prices and promotions.Different from the other three methods,marketing channels are strategic means that require enterprises to build and manage in long-term operations,so it is difficult to be imitated or copied by competitors.The construction and management of marketing channels is a long-term strategy for enterprises.This paper first summarizes the related marketing channel research at home and abroad,and then based on T company's development history review and marketing status research,the problems in T company marketing channel construction and management are attributed to channel conflict problem,channel design problem,channel management.Three aspects of the problem,and then analyze the main reasons for the above problems,and give the corresponding solutions.Through the research,the following conclusions are drawn:(1)The channel conflicts of T company mainly manifested in two aspects: horizontal channel conflict and vertical channel conflict.The channel structure design of the company lacks the channel structure of regionalized alliance and lacks attention to e-commerce direct sales.Problems such as platform construction,channel management,such as unscientific choice of channel members,failure of channel control,and lack of well-established channel relationships;(2)The causes of channel construction and management in T companies mainly come from price differences and inconsistent goals.Inappropriately adapt to the characteristics and needs of the Internet and the market,unscientific channel management,etc.(3)In response to the channel conflict problem of T company,put forward countermeasures such as relative price balance,strengthening communication and supervision mechanism,and put forward the problem of channel structure design.By introducing the “Important Factor Scoring Method”,the channel structure that is more suitable for the current and future development of T Company is evaluated,and then the optimal channel structure of T Company is quantitatively evaluated and selected based on the analytic hierarchy process.In view of the channel management problem,from the perspectives of optimizing channel member management,constructing good channel relationship and enhancing brand effect,the countermeasures are proposed.