Study On International Marketing Channel Tactic Of KYD Electrical Co., Ltd.

After 2 decades of reform and open-up, and with the establishment of socialistic market economy system, China's small and medium-sized private enterprises have been growing up to be a very important sector of China's economy and also, an important motive power to boost China's economy increase. With the economy globalization and China's entry into WTO in the background, giving the progress of technologies and intensifying of vocation diversity, many small and medium-sized private enterprises have to face more opportunities and challenges, what they need to do is not to attend the international competition or not, instead, they have to find a way out to survive the competition by grasping opportunities.Many small and medium-sized private enterprises in Ningbo, Zhejiang Province have made the decision of "going abroad" very long before, they have acquired some success in the international market by adopting efficient international marketing strategy, to realize their survival and development from the international competition. They may be good examples for domestic small and medium-sized enterprises. This thesis focuses on international distribution channel tactic and channel innovation, starting from the real practice of KYD Electrical, a company located in Cixi, Ningbo and combining with the theory of international distribution channel and international trade. Then we may draw some effective methods for domestic small and medium-sized private enterprise to attend international market from the case of KYD Electrical carrying out international distribution tactics, which may be some significant reference for the domestic small and medium-sized private enterprises or encourage them to approach international market, by the way of summary comment of the implementation and result of the tactics.This thesis consists of four chapters. Chapter 1 is aimed at the theoretical research of international distribution channels and the base, international trade. Itpoint out the inevitability and feasibility small and medium-sized private enterprises approach the international market, as well as the international distribution mode which small and medium-sized enterprise may adopt through the analysis on present social surroundings, economic and technological conditions. Chapter 2 focuses on the company itself. Starting from general description of KYD, it introduces the development history and current marketing situation, and tried to use marketing analysis tools to survey the external macro & microenvironment and internal situation of the company, and then summarize the company's strengths and favorable conditions, finally clarify the key problems that should be solved. In chapter 3, beginning with the company's whole enterprise strategy, sub-marketing strategy and marketing tactics combination, the author figures out proper international distribution mode suitable for the features of the company and the company's products based on the theoretical research in chapter 1 and combining with the company's analysis in chapter 2, through deep discussion on the company's international distribution channel tactics and channel innovation. Chapter 4 includes summary, evaluation and revelation from the case of KYD international distribution channel mode selecting.Through the analysis and concluding to international distribution theories, and on the base of real practice analysis of KYD international distribution channel mode selecting and innovation, the thesis gets a summary of some principles and methods for the small and medium-sized private enterprises to approach the international market, especially coming up with the creative "manufacturer brand", etc. which may be good reference and provide helpful practical guidelines for the said enterprises.