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Marketing Channel Design and Management for Chengdu YC Company

Author: WangDaYong
Tutor: YeNaiYi
School: Southwest Jiaotong University
Course: Business Administration
Keywords: Marketing channels Channel design Channel management
CLC: F274
Type: Master's thesis
Year: 2006
Downloads: 173
Quote: 0
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Abstract


The main content of this paper is the design and management of Chengdu YC company's marketing channels . First analysis of the the fan industry 's marketing environment , Chengdu YC companies operating status, based on research and analysis of the current market environment and the advantages and disadvantages . As a newly established company , Chengdu YC company's product brands, sales channels are the lack of advantages . Further analysis of the the Chengdu YC existing problems . The main problem is the sales difficulties . Main marketing channel is a direct and dealer . As the newly-established company , the smaller staff , the staff direct effect can not be sustained . And between the agents , the size of the company is not sufficient to cause the attention of agents , selling products , not the main products of the company , the sales situation is not ideal . Chengdu YC companies facing difficulties , this paper presents a re- design and establishment of the response to the company 's marketing channels . Before conducting channel design , the first clear goal of marketing channels to increase sales capacity , lower cost of sales . Then study several factors affecting the design of marketing channels , including the company 's marketing strategy , product factors , market factors , cost factors . Finally, a gap analysis of existing channels of delivery time , convenience, service , etc. , are given to new channels of choice . The choice design company marketing channels . Finally, we pointed out that the design of marketing channels is only the first step , the more important is the management of channels , to avoid channel conflict . Channel management mainly two aspects , the first is to strengthen the incentives for channel members , is to strengthen the evaluation and monitoring of channel performance . Do a good job of marketing channel management will ultimately solve the access problems .

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