Research On Marketing Channel Strategy Of Dalian JiaYang Flooring

Dalian Jiayang flooring company was established in 1996. Its main product is flooring which exported to overseas markets. It provides processing service for importer or manufacturer overseas in their logos as well. It didn't own its sales network in domestic market. When the global economic crisis happened in 2008, the world flooring industry was influenced very big. The company received the orders less and less as the customers stopped purchasing or reduced the order volume. The operating rate was 50% sometimes in the hard period. The company realized that is should establish it sales network in domestic market to avoid the risk happened in oversea market. The domestic market was thought to have a good future as well. However, this is so many differences between export market and domestic market. How to establish its domestic sales network is a challenge of Dalian Jiayang flooring.This paper analyzes the sales channel strategy of Jiayang flooring in the process of transferring from export market to domestic market. The first chapter is an introduction, which introduces the background of Jiayang wood flooring Co.LTD, the challenge that the firm is facing up with, basic thoughts and methods of the thesis. The second chapter recommends the demand and supply of flooring in China, gives a brief introduction of status of Dalian flooring. Overall, parquet floor leads the consuming trend of flooring. Meanwhile, this chapter analyzes the typical sales channels of flooring industry. The third chapter analyzes the existing competitors, and the key factors in the floor industry, combining with the strengths and weaknesses of Jiayang, the key factors of the company can be determined. On the basis of marketing analysis, the forth chapter develops product positioning of market and target customers, then determined the market goals. The fifth chapter lists the sale marketing strategies in the process of transferring from export market to domestic market.The results of this study about Jiayang flooring have significant influence for the better branding and building sales channels. At the same time, it has reference value for r domestic sales channels.