The Study Of EPSON Printer Marketing Channels

Computer technology emerged in the 1940s and was applied in the super computation. With the sustained development of the computation technology and the computer hardware technology, the computer was widely used in offices and household. In the 1960's, the computation peripheral printout products were presented to public, boosting the popularity of the computer applications. Later in the last 80's, the computer has been playing an increasingly important role in people's work and life with the development of the Internet technology.In the 1980's, the printers began to be seen on the shelves in the Chinese mainland, and used gradually in such areas as aviation, transportation, charging systems and financial systems, leading to the formation of the printer sales channels due to the fast growing market. In their over 20 years'development process, the printer channels have experienced a process from big profit to low, low sales to huge, low cost to high, simple distribution sales to the specialized sales. Meanwhile printers'channels are facing ever increasing challenge with the appearance of large chain stores like Guomei, along with the development of network technology as well as customers'growing demands.The design of sales channel for Epson printers is carried out based on four effectiveness principles of optimal channels design: the convenience (time and space) effectiveness, purchase effectiveness, selection effectiveness and service effectiveness. The marketing channels indicate various of relationships established for the creation of customer value in the process of acquisition, consuming, handling products and service.Among Epson channel management definitions, Epson channels are divided into two levels: the distributors and the dealers. (1) Distributors'main responsibilities: They are responsible for distributing the product from the factory warehouse or the overseas to the dealers'warehouse, at the same time, they fulfill pays and lends. (2) Dealer's main responsibilities: They primarily carry on the wholesale, the retail sales, and the big customer sale in its definition region. They mainly fulfill the payment, the product sales promotion and marketing campaign, the...