Research On Marketing Channel Member Management Of R Company

Since the reform and opening up,China's stone industry relies on the rapid growth of construction and real estate industry has achieved good results,and become an important raw material for roads,bridges,decoration and construction.However,in recent years,the domestic stone market has been affected by macro-economic growth slowdown,environmental improvement,real estate supply side structural reform and other factors.The stone industry is faced with a series of problems such as weak demand,product price decline and so on.In the international market,although the global economy is recovering slowly and the trade situation is gradually improving,because of too many uncertain factors in the international market,trade barriers and frictions are increasing,and international trade competition is also intensifying.Under this background,it is difficult for stone enterprises to survive and develop in the cruel and fierce market competition if they still keep the traditional crude low-price dumping route and the old way of simply relying on social relations marketing.Marketing experts earlier put forward the “channel is king” point of view aroused the attention of enterprises,began to pay attention to the management of channel members.R Company is located in the southwest.It is a stone mining,processing,sales as one of the small comprehensive stone enterprises.Since then,although some dividends have been gained from the high speed development of real estate,in the last two years,with the continuous decline in sales,it is now facing the dilemma of survival and development.At present,R Company has established its own marketing channels,but the channel management is confused.Among them,the loyalty of channel members is low,the channel efficiency is low,and the conflict between members is a more prominent problem.After combing the current situation of the company's member management,the incentive policy is single,and there is no corresponding management mechanism to dear with the conflicts among members.Through the writing of this article,there are three purposes.First,I hope that R company marketing channels can fully play its role as a market expansion and increase market share.To improve the overall efficiency of the company's sales,to protect the company's business development;second,I hope to save R company sales channels of capital investment.Form the R Company as the center,channel members as the power of the overall business capacity to expand the market share,improve the company's earnings,early from the current industry transformation and upgrading and market downturn out of difficulties.Thirdly,from the real case of the channel member management of R Company as a stone mining and processing enterprise,combined with the existing relevant theories,this paper analyzes the problems in channel management,such as the selection of channel members,the incentive of members and the conflicts among members,and so on.In the analysis,it was found that these problems were universal.I hope this paper can also play a certain role in the same type of stone enterprises in China and R Company in the face of the same member management problems play a certain role in enlightenment.The main contents of this paper are as follows:(1)Introduce the definition of marketing channel,channel management,channel member management,stone marketing and other related concepts and summarize the research literature,which lays a theoretical foundation for the later research.(2)The analysis of the current situation and existing problems of the channel member management in R Company,the summary of R Company,the current situation and existing problems of the channel and its members.(3)After analyzing the macro environment and competition environment of the stone industry,combining with the internal situation of R Company,the SWOT model is constructed to sum up the development strategy decision,and the best scheme of the company is selected through the QSPM matrix.It lays a foundation for building the channel member management system of R Company.(4)Under the guidance of theory and according to the strategic decision-making of R Company,a new system is constructed to solve the problem of channel member management in R Company.This article may have the following innovations:This paper discusses the problems existing in the current channel member management of R Company,analyzes the macro-environment of the stone industry by using PEST,and analyzes the competition environment of the industry by the Baud five-force model.SWOT summarizes the company's development strategy and QSPM matrix to select the best scheme to make the channel member management system more logical.In the process of the research,the interviews of agents and agent salesmen among channel members were added,which not only constructed a member management system for channel member management of R Company,but also established a member management system.It also plays a guiding role in the management of channel members of the same size stone enterprises in the same industry.After consulting a large number of documents in the process of writing the thesis,we find that there are many research results about the stone industry,but most of the researches focus on the industry development and marketing strategy,but the research on the channel management,especially the channel member management,is less.There has been some innovation in the direction of research.The shortcomings of this paper are:First,due to the limitation of the whole paper structure,the company structure,the rules and the staff situation of R enterprises,there is not much detail and analysis in the paper.These factors have an impact on a company in the early design of marketing channels,later in the overall implementation of channel management.Second,although engaged in stone marketing and management work for many years,but the systematic research channel member management is the first time,some of which are not perfect,but still hope to R company channel member management has a certain reference significance.Third,if the cost is more adequate,more large stone cities can be visited in the field,so that the number of samples will be more abundant,and the evidence of common problems in the management of marketing channel members of the stone industry will be more abundant.