The Research For Domestic Promotion Channels Of Shanghai SX Cooker Company

The cooker industry of China has developed for more than 20 years and has become more and more mature. In this industry which has already come into autumn, some magnates of this field in developed countries are not satisfied with OEM, so they try to invest into China aiming for the large market share instead of only using China's cheap labor force.From the view of manufacturers, the paper discusses Shanghai SX Cooker Company's situation, which is dealing with processing completed products or OEM, through an analysis of a representative case. Although it has its own brand, the company ignores domestic sales, due to some reasons. Environmental changes make the profit smaller and smaller, and also make the living space more and more narrow. According to this, the paper puts forwards the new idea that is while keeping the share of international market; the cooker company can't avoid and ignore the local market. Because Shanghai SX Company has capital and skills, and the domestic market is blank, the paper brings forwards the whole programming of the promoting channels from the lay of providing chains. Meanwhile, the paper seeks to a safe and steady development in order to make a stable basis, relying on the developing tendency and SX Company's status. At first, this paper gives the definition of the word"channel", the summarizes and expounds the related theories about channel. On these basics, this paper uses precedents and experiences to analyze the channel tactics of SX Company. Meanwhile, the paper makes plan about the channel both from short and long run. It provides experiences and methods for the similar industries to plan,carry out,control and protect their domestic selling channel. This paper deeply analyzes and discusses the real information through method of empirical analytics.The systemic analyzing process and the selling channel design about the management of providing chin provide practical significance and true value for the manufacturing industry, which overemphasize the international market.