Research On The Marketing Channel Construction Of UA Technology Company

With the continuous upgrading of China’s industrial structure and the gradual deepening of supply-side reforms,the country has provided a broad market space and development opportunities for mass entrepreneurship.At the same time,the market competition faced by start-ups is becoming increasingly fierce.Start-up technology companies will inevitably need continuous investment in capital,manpower,and other resources to achieve product development and delivery,sales channel opening,and sales goals.However,start-ups generally have problems such as insufficient funds,weak corporate qualifications,and an unestablished brand reputation.If they cannot quickly solve the problem of marketing channel construction,promote sales performance,and realize a rapid return of funds,the continuous consumption of funds will inevitably bring about great business risk,and even bring down the business.In the thesis,taking UA Technology Company established in 2019 as the research object,using case analysis method,resource constraint theory and marketing channel cooperation theory,sorts out the relevant research literature of marketing channel management in channel cooperation,channel conflict and channel game.Through in-depth interviews,survey questionnaires,data analysis and other research methods,it was found that the self-built marketing channel method adopted by the case company in the past had high sales expenses,difficult selection of sales personnel,long customer training cycle,unsatisfactory sales performance,difficulty in generating economies of scale,not conducive to the rapid development of the national market and other practical problems,and impossible to achieve rapid growth in performance.Through research and analysis,it is finally proposed: adopt a marketing channel cooperation solution,make full use of the existing resources of the enterprise,with the help of external resources,seek matching partners to carry out in-depth marketing channel cooperation,and help enterprises find low-cost,high-efficiency,and easy-to-replicate sales channel construction road,so as to break through the constraints of relevant resources.The scheme design fully considers the objective resource constraints of UA technology company,meets the actual needs of the enterprise,and has certain inevitability,rationality and feasibility.At the same time,it is proposed to implement the access mechanism,deepen channel empowerment,strengthen channel incentives and assessment supervision to ensure the improvement of corporate competitiveness,the achievement of sales goals,and mutual benefit and win-win cooperation with partners.In this thesis,it combines theory and practice,focuses on the practical difficulties of enterprises,and proposes solutions for UA Technology Company.Meanwhile,it provides reference and reference for other companies,especially start-up technology companies,to carry out marketing channel cooperation.