Study On Marketing Channel Management In Company Y

Since 2018,both the domestic economy and global economy have been weak.Internationally speaking,the trade war initiated by the United States has brought adverse effects on China's economy;domestically speaking,economic restructuring also slows down the economic growth.In the meanwhile,with technology developing and mobile payment widely applied,people's consumption habits and lifestyle have changed rapidly.It intensifies market competition online and offline.Company Y is an IT-based trading company.Since its foundation in 2004,it has been the general agent of Canon high-speed scanners in South China.Since 2005,Company Y's sales performance has declined,and it has been faced with more and more fierce market competition.For one thing,Company Y suffers from great pressure of technology competition.For another,Chinese government attaches great importance to domestic production of office equipment recently.In 2019,the bidding documents for government projects have clearly defined the proportion of domestic brands in the total purchase,which is undoubtedly a huge hit to foreign brands.Although Company Y is not the agent of a single product,Canon high-speed scanner is the major product of Company Y,and its revenue accounts for more than 95% of the main business revenue.For sustainable development,Company Y have to identify problems of the marketing channel management,analyze causes and explore feasible solutions.The present study conducts a study on Company Y from perspectives of channel management,channel conflict,channel structure,serve marketing and customer relationship.Based on the financial data in the past three years,Company Y's marketing channel management problems are identified,including incomplete channel functions,severe channel conflicts,obvious channel gap and low channel efficiency.In the framework of channel management theories,the present study puts forward omnichannel marketing mode and a series of supporting policies including new price system,incentive mechanism,information sharing mechanism,selection mechanism,improvement of service marketing awareness,omni-channel training and CRM management system.The implementation of above policies can optimize marketing channel management,improve market share and sales performance and contribute to the sustainable development of Company Y.