Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on Marketing Channel Strategy of K Company Communications Products

Author LiuJinHua
Tutor HaoLiaoGang
School Southwest Jiaotong University
Course Business Administration
Keywords Marketing channel Channel member Channel management The total of win
CLC F274
Type Master's thesis
Year 2013
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The marketing channel tactics of the enterprise is the focus of the management of marketing channel, it improve the marketing in enterprise, make the enterprise management to reduce costs, improve the competitiveness of enterprises. Marketing channel management is a complicated and systematic project, which covers many aspects of the channel member selection, management, cooperation, competition, incentive, control and performance evaluation, in order to promote the integration of marketing system. The development of a healthy enterprise must strengthen the adaptability to the market itself, the core competitive ability, according to the adjustment of marketing strategy and the enterprise market demand stage, continuous evaluation of marketing channels strategy, in order to make the marketing channel strategy to achieve the ideal effect.This paper takes K company as the research background, through the analysis of the communication products marketing channel, to study the marketing channel strategy, finding out some even stage marketing channels in the problem, and put forward the improvement strategy of marketing channel. Mainly include the following:analysis of current situation of marketing channels, the communication industry, specifically in the market competition, through the S-W-O-T analysis method of marketing channel advantage, disadvantage, opportunity, threat, K cross analysis, put forward the improvement strategy of K company’s marketing channel, the channel development strategy, channel management strategy, channel incentive strategy, channel strategy, channel strategy needs security measures are, reverse logistic management, change the collection process, change the way of delivery, make clear function, channel manager to establish Cuanhuo report reward policy, clear channel rewards and punishment system, the establishment of major projects of early warning, strengthen supervision, industry sales personnel to make full use of sales strategy sanbanfu, technology competition, the implementation of rebate policy, give financial support, technical training, the channel of cultural construction, in order to improve the management system of K company, make the marketing channel more flexible operation, to achieve business and marketing channels and a total of win.

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