Daikin Air-conditioning In China

This paper is a case study of marketing channels which discusses channel management and channel control. It is divided into two sections, the first being the description of the case and the second the case analysis.The first part is described in chronological order dealing with the marketing channels in South China by Mr.Osaka who is the general manager of GDK, Ltd.. The introduction of VRV marketing channels includes several parts: product introducing course, channel establishment, channel management & control, conflict dealing and channel performance.The second part consists of three section which are theoretical framework, the text and the conclusion. The theoretical framework gives a brief description of the methodology employed in the analysis. The text is composed of two contents, that is channel factors analyzing and channel performance assessment. In the first content it is emphasized particularly on influence factors analysis which consists of four matters, they are middlemen, assistant organizations, purchasers and competitors. The other content deals with organizing and institution by putting emphasis on conflict analysis. The plan of channel relation development and redesign of channel scheme is presented in the end of the text. In the conclusion part, the paper concludes by giving theoretical summary of the analysis.