Study On Marketing Channel Evaluation And Optimization Of G Company

With the economic development and social progress,the main profit point of the company used to be the price advantage during these products,however now it has gradually shifted to the competitive advantage of marketing channels.Thus it can be seen that marketing channels are playing an important role in the company.At present,the research on marketing channels is in full swing,but the theoretical research on the evaluation of marketing channels is still in the primary stage,and has not formed a complete theoretical system,which will result in the lack of correct,scientific and professional theoretical guidance in the evaluation of marketing channels,increase the rate of evaluation error,and ultimately cause great losses to the company.This paper embarks from the domestic and foreign research results,with the theory of customer satisfaction and profit maximization,the financial situation of the construction of G company,channel state and the evaluation index system of customer value three aspects,using existing data,uses the analytic hierarchy process(AHP)to determine the weight of each index,through fuzzy comprehensive evaluation method to evaluate its channel analysis.There are some marketing channel problems in G company: low market share,weak channel management and control ability,low customer satisfaction and channel conflict frequently.According to the problems and shortcomings of marketing channels in the evaluation index,the optimization scheme of channel management is put forward:(1)optimize the channel structure;(2)introduce talents and develop new products;(3)formulate reasonable price policy;(4)give channel business support;(5)improve channel communication.And to do the safeguard measures: firstly,improve the market share;secondly,toensure the smooth operation of channels;thirdly,to strengthen the grassroots staff and marketing personnel training;at last establish a sound market analysis information system.So as to ensure the healthy and stable development of G company's channels.According to the research of this paper,on the one hand it can helps to promote the management of G company's marketing channels,improve the channel efficiency and enhance the channel competitiveness;On the other hand,it also provides reference for the product channel management of domestic similar companies or industries.