Study On International Market Entrance Channels Of Chinese Electronic Companies

In recent years, the total export of Chinese electronic products increased rapidly and provided strong support to the growth of Chinese economics. Now in China, there are many electronic products whose capacities and export volumes have been the NO.1 in the whole world, including TV set, DVD, mobile phone, monitor and switcher.Although the total export of Chinese electronic products increased at a rapid rate, there are still many problems facing us. One of the major problems is Chinese companies could not control the oversea marketing channel firmly, because most of the Chinese companies lack of information in oversea market, and they mainly competed by lowering price and did not pay enough attention to brand reputation, quality and the research on oversea marketing channel. So many of them now found faced with great risk in international trade.In this article, I first introduce the three major channels by which the Chinese electronic products are exported to oversea market: indirect export, direct export, and oversea investment. I analized these channels by comparing their performance, strength, cost, shortcoming and future development. And I also introduce my investigation on the factors that could affect Chinese companies'marketing channel strategies, these factors include macro economics, the situation of oversea market, products and the developing stage of a specific company. The cases in this paper are not only about some big companies, but also about many medium and small companies. In this report I also introduced my research on the marketing channel strategy of Japanese companies in 1960s and 1970s, I hope the conclusion is helpful to Chinese companies. In fact, I believe if we want to develop a right oversea marketing channel strategy, we should do deep analysis on the experience of Japanese companies before making final decision.