Research On The Optimization Of Marketing Channel Management Of Company C

In today's marketing,marketing channel management plays an increasingly important role in enterprise management and plays an increasingly important role in the development of enterprises.Marketing activities carried out by enterprises after production,that is,the way of the product from the producer to the final consumer,in which the whole process is the marketing channel.Marketing channel is also an important method for the company to obtain the target market share and obtain economic profit.Only by mastering its own marketing channels through scientific and effective methods can enterprises achieve the purpose of continuous development.An effective marketing channel can ensure the smooth transfer of product ownership from the producer to the consumer,and a useful service mechanism and a reasonable model should be constructed in this process.Nowadays,the market environment is faced with serious product homogeneity,similar marketing methods and diminishing price gap.The unique marketing channel strategies of each enterprise have become an important method that is difficult to replicate and obtain unique competitive advantages.In this paper,from the analysis of the status of the marketing channel C company and product characteristics of the market,combined with the guidance of the relevant theories of marketing channel,by reading a series of coherent literature and theory review,observation of the C company's actual situation,combined with competitors and related methods of data analysis,contrast analysis to the company's marketing channel management carried on the thorough analysis and detailed research,found that the marketing channel management,and the shortage of the construction.According to the problems found,the optimization and improvement plan is put forward.Firstly,the original marketing channel structure is optimized,the channel structure is flattened,and the utilization efficiency of marketing channel is improved scientifically and reasonably.Second,through the establishment of a reasonable dealer audit mechanism,scientific and reasonable selection of the right dealer customers,and establish a long-term and effective partnership with them;Third,improve the company's staff team incentive system,create a positive working atmosphere,fully tap the potential of employees,to provide guarantee for the company's sustainable and stable development;Fourth,in view of the marketing channel control strategy,the integrated marketing channel management strategy of information center is used to promote the company's channel status.Fifth,channel conflicts at multiple levels can be reasonably and effectively dealt with by means of channel integration,binding contract and packaging differentiation,so as to make channels coexist harmoniously and effectively promote multi-party cooperation and win-win situation.Finally,the research on the marketing channel management of C company in this paper can provide a reasonable and effective basis for the optimization of the company's marketing channel management,effectively improve the company's marketing channel competitiveness and management level,and promote the multi-party cooperation between the company,channel dealers and customers.At the same time,it is also hoped that the research of this paper can provide effective reference value for the marketing channel construction and management of other manufacturing enterprises.