The Research of Channel Management of a Company at Centre China
|School||Huazhong University of Science and Technology|
|Keywords||Semiconductor Target customers Channel management Agents|
Central China's electronics industry is in a stage of rapid development, more and more electronic companies, R \u0026 D, production, manufacturing gradually move from the coastal areas to the central region. In recent years, under the guidance of the economic policies of the countries of central China and the West Coast Economic Zone, the Central area electronics companies get more policy support and investment financing support, these factors have laid the foundation for enterprise development in the central region. A semiconductor companies Huazhong Branch is the semiconductor chip channel sales work carried out in such an environment. The thesis of Company A in-depth analysis of marketing channels in the area of ??of Huazhong semiconductor sales environment, identify the channel management is the main problem: the lack of product penetration, channel to protect the weak, competitive pressures, and product according to Company A to determine the characteristics of its target market should be the communications industry and industrial sectors. Determined on the basis of the four basic ideas: the company's marketing channel strategy and sales agents, customer classification, technical marketing and channels a win-win situation. In accordance with the decisions of the target market, determine the number of agents of the regional arrangements to the appropriate link in the channels and the location, and the agents according to the characteristics of each of the selection criteria and agents of agents. Channel operation and management of the process, we must first understand the needs of the channel members and go as far as possible to meet the needs of members, this can increase the channel members of Company A product mind share, let A more efforts to promote and sell The company's products. Also positive incentives can play a role of encouraging agents morale, so that the agent in an equal and harmonious environment of cooperation and coordination with Company A, the completion of the sale. Finally, the proposed use of the scientific evaluation of program evaluation agents in the performance of the technology promotion and business agents in order to ensure the entry and exit mechanisms. Overall, the Central China chip channel marketing needs with the Management analysis method to identify the cause of the problem and the implications dominant factor, and according to the channel members, develop appropriate channel sales strategy and structure of the actual needs of the target market, and ultimately can achieve a perfect channel management system, which makes the company's market share to continue to improve, the sales revenue to maintain high-speed growth rate.