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Abstract

Marketing channel is one of important marketing elements. With the increasing competition, choosing right marketing channels and keeping them efficient in the operation is of important significance on the development of enterprises. In the situation that Bathroom Products emerge in overcapacity and serious homogenization, foreign brands entering China continuously shock domestic brands, therefore it is more important that enterprises keep a highly efficient marketing channel system if they plan to win more customers, have an invincible position in the market and continuously develop. In this paper, Swell Company’s marketing channel system is studied as the object. A more proper model of marketing channel, as well as effective ways of channel management are sought to make Swell Company win some advantage and improve performance in competition.In this paper, problems existing in Swell Company’s marketing channel system are found out though comprehensive analysis and solutions are proposed on the basis of reading theory and literature related to marketing management and marketing channel and through combining with actual situation of Swell Company. Important factor graded approach is used in choosing distributors and Swell Company can get more favorable distributors through this method to lay a very substantial foundation for marketing channels that can play a greater role.The main content of each chapter of this paper are as follows:Chapter I: Introducing the background of studying Swell Company’s marketing channels and theories related to marketing channel.Chapter II: Introducing the composition of Swell Company’s marketing channel system, as well as the advantages and disadvantages objectively existing in it.Chapter III: Analyzing the deficit in the channel management work of Swell Company, as well as the reasons to lead to this situation.Chapter IV: Redesigning Swell Company’s marketing channel system according to scientific principles and steps to make the channel system that is redesigned feasible and effective.Chapter V: Proposing the improvement measures on marketing channel management of Swell Company, mainly elaborating on five aspects including founding of the marketing team, management of distributors, management of building materials supermarkets, information management and establishing and executing of rules.Chapter VI: proposing main conclusion of this paper. At present, the study related to marketing channel of enterprises that produce bathroom products is not enough, and most of them just incomprehensively discuss partial issues .Many enterprises’running mode is similar, so they face some same problems in marketing channels .The issues discussed to Swell Company’s marketing channels in this paper are some helpful and elementary attempt that can provide some ideas and examples to channel manager of producer of bathroom products.In this paper, issues related to Swell Company’s marketing channel system are comprehensively analyzed and some solutions to resolve problems are proposed. However, due to the paper’s length constraint, there are still many issues to need to be studied, such as the issues that marketing channel strategies effectively how to combine with other marketing factors’strategies, channel members how to set up a strategic partnership and marketing channels how to be effectively innovated, etc. Swell Company and other producer ought to face and settle these issues.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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