Research On The Improvement Strategy Of Marketing Channel In Tengen Electric's Liaoning Regional

Zhejiang Tengen Electric is one of the leading companies in the low-voltage electrical industry in China,who has always been devoted to building a green organization with core competitiveness.Its brand value proposition is "Tengen Green,Unique Feeling",and it aims to provide customers with more reliable,greener and smarter electrical solutions.Tengen Electric's low-voltage electrical products are mainly sold through distribution channels.In recent years,as the marketing environment changes and the target industries continue to expand,Tengen Electric has gradually set up distribution management department,industrial information department,industrial and civil construction department,electric energy department,and etc,to improve the market competitiveness of products and brands.Marketing channel is one of the most important factors that affect the development of Tengen Electric,However,the internal and external environments that affect channel management and development are constantly changing.Only if marketing channel is improved according to market changes that marketing effectiveness could be optimized.This thesis researched on sales of Tengen Electric in Liaoning market using marketing theory.Drawing lessons from existing research and work experience,this thesis analyzed the development process and current situation of traditional marketing channel in low-voltage electrical appliances industry.Applying management theories such as marketing channel management,STP and etc,this thesis found out the internal problems of traditional marketing channel and the problems between company and customers,and proposed improvement methods from three aspects including channel strategy,channel structure and channel function.The new marketing channel has many advantages in products,service and convenience.It is hoped that this research can provide guidance and reference for the channel development in Liaoning region of Tengen Electric,and also can help other same companies in practical work.