Research On Channel Business Classification And Management Of The W Water Pump Company

With the rapid development of domestic industrial level,the market share of "made in China" water pump equipment gradually expands,leading to the increasingly fierce market competition of imported brand water pump equipment in China.However,most of the imported brand pump equipment market development mainly relies on the support of domestic distributors,the author's W pump company belongs to the German brand,as well.However,after years of development,there are still serious problems in the channel management of W pump company.For example,there is no standard threshold for the selection of channel suppliers,no supporting policies for potential channel suppliers,and no incentive policies for excellent channel suppliers.To some extent,the company has suffered a certain performance loss.Therefore,it is very necessary to sort out and analyze the existing domestic channel suppliers of W pump company and optimize the management of classification methods,so as to create a channel business platform covering the whole industry and penetrating the whole market.It is of great significance to realize the doubling of after-tax sales volume in China market,the company's strategic goal in 2020.This subject takes W pump company as the research object,and conducts an in-depth study on the classified optimization management of channel business through two-dimensional value customer theory and classification analysis method,as follows:(1)by means of data collection and literature analysis,the current management of BSC channel suppliers of W pump company was studied.The results showed that there were 118 BSC domestic distributors,including 41 in north China,24 in south China,30 in east China and 23 in central China.The current management problems include: the channel membership selection and evaluation mechanism is not sound;Poor coordination of sales conflicts across regions;Metro channel member value evaluation and motivation is not perfect.(2)based on the two-dimensional value customer theory,the current and potential value of 118 existing channel suppliers in the BSC department were digitized,and an evaluation model of current and potential value of BSC channel suppliers was established,in which the first-level indicators were divided into current and potential values.Current value includes sales and gross margin,and potential value includes loyalty and credit status.(3)through SPSS analysis software,SPSS21.0 two-dimensional classification analysis method was adopted to classify the value of channel vendors by scatter drawing.The results show that after classifying 118 channels,four categories of channels are divided into high value channel,potential value channel,low value channel and second high value channel.Among them,118 sets of valid data and 0 sets of invalid data.The combination of qualitative and quantitative research front,according to the characteristics of the four types of distributors,optimization of index system of choosing members of the new distributors,distributors value evaluation model is established,and proposed the corresponding incentive policy,in order to improve W pump company current distributors management level,optimize the channel management policy,improve the enthusiasm of distributors to expand market coverage of distributors.