Study On Marketing Channel Management Of PX South Region

Industrial gas is the foundation of the national economy development.With more than ten years rapid development of national economy,more and more industries began to use industrial gas,so the demands are increasing in the domestic market.Foreign enterprise with advanced management experience,professional technology and abundant capital strength,soon occupied most of domestic industrial gas market.At present,the domestic economic overcapacity and the decline of the industrial market,how to improve competitiveness and establish efficient marketing channels,has become the focus of foreign companies and urgent need to address the problem.Praxair is the largest manufacturer of liquid argon and industrial gas in the South China District,after a rapid development in the South China for nearly ten years,Praxair is currently facing the problem of imbalance in regional development,the lack of emergency response mechanisms,the loss of customers,and such of these problems.This thesis uses the research methods of document investigation,questionnaires and interviews,deeply investigates and analyzes the existing marketing channel management problems of Praxair.The research content includes the investigation of the loyalty and satisfaction to the company’s distributor,and in-depth interviews of company’s internal staff,so diagnose the main problems in marketing channel management of Praxair,such as the lack of emergency response mechanisms,the imbalance of regional development etc.Guided by the marketing channel management theory,the customer loyalty theory and the process optimization,optimize the management strategy and process of the marketing channel management,and suggestions for the implementation of the plan and strategy are put forward.Thus,get the solution and proposal of how to implement.Finally,this thesis designs scientific and reasonable marketing management strategy for the marketing channel management of Praxair,to establish centralization,differentiation and marketing channel management strategy of customer demand based on the target of Praxair future business development played a role in promoting.At the same time,according to the actual situation of enterprises,making the outline of interviews,research in the management of marketing channels to help the company continue to innovate,to better cooperate with the overall development of the company in different stages,with innovation meaning.