Professional Radio Marketing Channel Integration

Under the intensive competition in the market day by day, the quality, price and technology and such aspect of transceiver product have tended to be homogeneity. Each transceiver enterprise has found that the solely competitive advantage is hardly to win competition. Only marketing channels can build the differential competitive advantage. As the most important competitive resources of the enterprise, marketing channels increasingly has been put into the spotlight. This article will illustrate the importance of marketing channels in market competition by using example of international famous transceiver company — KENWOOD company marketing channels integrating. This article has firstly introduced present situation and the background about transceiver industry in China. Then expatiate transceiver professional market competitive condition, and analyze transceiver market. Meanwhile this article gives the suggestions on marketing channels integrating to China transceiver enterprises. Secondly, this article introduces the basic theoretical knowledge of marketing channel and transceiver sales channels establishment and way of control. Further elaborated special field transceiver enterprise face intensive market competitive environment and it is necessary to transform for traditional sales channels. In the 3rd part of this article, according to KENWOOD Company's success of sales channels integrating the author suggest special field transceiver sales channels integrating plan. Finally, the article puts forward the problem of risk-control in sales channel transforming process. Here is the special field transceiver enterprise sales channels integrating scheme, which is under the direction of marketing channels integrating and combine to KENWOOD Company's sales channel transforming case. Its major viewpoint: combine product characteristic and agent advantage, adjust and expand sales channels, establish management type vertical sales channels and integrate diversity sales channels, and establish the relation of cooperative partner in the long-term cooperation between enterprise and agents, realize double-win.