Research On Market Channel Optimization Of T Company’s Lubricating Oil In Henan

In recent years,with the continuous increase in the number of automobiles in my country has driven the rapid development of the lubricant industry.It has also made China the second largest lubricant demand country in the world after the United States,and there will be huge room for development in the future.As one of the three major domestic lubricant brands,T company has laid a solid foundation in China after years of development.Although Henan Province is the province with the top sales volume of T Company,there are still many problems in its marketing channels.This paper takes T company’s marketing channels in Henan Province as the research object,and studies the marketing channels in Henan Province through the idea of finding problems-proposing problems-analyzing problems-solving problems.This paper firstly analyzes the current situation of marketing channels in Henan Province from the macro and micro perspectives,and finds the problems of marketing channels in Henan Province through a large number of channel marketing data and in-depth interviews,and then analyzes the reasons for each problem.Then,according to the problems existing in the channel,the optimized area of Henan Province is divided into four areas: blank area,mature area,opportunity area and major customer channel.Plan,and provide personnel,finance,logistics,training,channel conflict management and other guarantees for the optimization plan to ensure the implementation of the plan.Finally,after nearly a year of implementation of the optimization plan,the optimization performance in the four areas was presented,and very good optimization results were achieved,which verifies the effectiveness of the optimization plan.This research can correctly guide T company’s channel optimization in Henan market.According to the characteristics and problems of the optimization area,optimization plans are given in terms of the breadth of the channel,the width of the channel,the service ability of the channel members and the management ability of the channel members.It provides practical reference value for T Company’s channel optimization in other provinces and enterprises in the same industry.