Channel management in marketing

下面为大家整理一篇优秀的paper代写范文- Channel management in marketing，供大家参考学习，这篇论文讨论了市场营销中的渠道管理。企业在进行营销渠道管理的过程中，对一些营销渠道政策进行相应的改变，要对服务标准进行规范化。企业还得要缩短产品送达消费者手中的时间，要减少产品买卖过程的环节。另外，企业在构建营销渠道的时候一定要结合自身的实际情况，依据自身的经济实力来决定是否要自建销售网络。

The development of enterprises cannot be separated from marketing, especially in today's rapid development of modern market economy, the development of modern enterprises must be able to establish marketing channels, build a complete marketing channel management system. Only in this way can enterprises maximize profits in the fierce market competition.

Marketing channel is the process of changing the producer's products from the storehouse to the goods in the hands of buyers through intermediaries, which includes the relationship between intermediaries, sellers and buyers. Middlemen play a very important role in the whole marketing channel. Middlemen can promote the company's products faster and better choice, and can provide consumers with a more convenient way to choose. It is with the existence of intermediaries, can reduce the cost of the company, for the enterprise's capital to create greater returns. In marketing, dealers, in the whole process of marketing, are to turn the products of enterprises into commodities in the hands of consumers, so that enterprises can sell to consumers at the right time and place at the right price. Especially in the development of modern enterprises, marketing channel has become an important resource for the future development of an enterprise, is the key to the core competitiveness of the enterprise.

Marketing channels are mainly divided into two modes: direct sales channel and indirect sales channel. The so-called direct sales channel means that manufacturers can directly conduct face-to-face sales with customers. As a direct sales channel, the biggest benefit is to eliminate intermediate links and save a lot of time, manpower, material resources and product consumption. And in the whole process of the transaction, the quality, price and service of the whole product are bound by the contract. In this way, no matter for the manufacturer, or for the buyer, can be more assured to carry out the transaction. Adopt the product of this kind of sale channel, generally speaking it is relatively large mechanical equipment, or it is the fresh food in the life.

Indirect sales channel is mainly in the whole process of commodity trading, manufacturers through agents or middlemen to send goods to consumers. In the process of the whole business, intermediary between manufacturers and consumers have played an important role in lubrication, can let consumer experience more satisfaction of consumption, and to the consumer feedback timely feedback, to help manufacturers timely adjustment of product structure and operation mode, make products that meet the needs of the consumers, also make the products more clear development direction.

Nowadays, with the rapid development of market economy, both the mode of marketing and the concept of marketing have developed rapidly. If an enterprise still adopts the traditional marketing management mode, it will be eliminated by the modern market. Therefore, if an enterprise wants to keep up with the pace of The Times and not be eliminated by the market, it must be able to get rid of the old and bring forth the new and keep up with the pace of The Times. But at the present stage, most enterprises are still unable to keep up with the pace of The Times and only focus on short-term interests without long-term development. Some enterprises only for immediate benefits and carry out a series of discount promotion activities, although in a short time to increase revenue, but in the long run, will not help the enterprise.

Marketing channel is very important for the development of an enterprise. If an enterprise can have various marketing channels, it will certainly achieve results in its future development. However, the marketing model of many enterprises is still in a single state, without more innovative marketing channels. When there is a conflict of interests, many intermediaries will engage in malicious competition or influence each other, thus hindering the further development of the enterprise.

In the process of marketing channel management, enterprises should make corresponding changes to some marketing channel policies, standardize service standards, and prevent the occurrence of some dumping and channeling. In addition, the inspection mechanism should be strengthened, the reward and punishment system should be established, and the proper relationship between manufacturers should be sought through the standardized humanized management and institutionalized management.

Companies also need to shorten the time it takes for products to reach consumers and reduce the number of steps in the buying and selling process. Manufacturers must also have enough ability to constantly pay attention to the operation of products in each region, to improve the level of channel management, as far as possible to reduce the possibility of profit diversion, to keep competitors on guard.

When choosing intermediaries, enterprises should choose intermediaries that match their own development. They should not just focus on the strength of intermediaries, but choose different dealers according to their own situation, and the channels they choose should have certain standards. To combine their own business philosophy, business scale and management level, middlemen have a comprehensive assessment. At the same time, after the establishment of the marketing channel, enterprises should not relax the communication with marketers, but should timely and long-term emotional communication and communication with channel members, and timely correct and solve problems in the communication process.

When constructing marketing channels, enterprises must combine their actual situation and decide whether to build a sales network by themselves according to their economic strength, otherwise it will cause great economic losses to enterprises. When an enterprise establishes its own channel, it must have certain economic strength and conditions, and its products must have brand appeal, which is very influential in the local area. At the same time, the enterprise brand also has a certain consumer group, to have a mature management model.

In a word, with the rapid development of social economy, people's living standard has been greatly improved. For an enterprise, it must have a good marketing channel in the process of development, which is also an indispensable link in the process of enhancing the enterprise's market competitiveness and shaping a good brand image.

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