Research On Industrial Enterprises Choose Marketing Channels

How to rethink enterprises marketing strategies? It becomes a key factor in their survival. The competitiveness is reflected not only in a specific technology, even more apparent in establishment and management of effective business channel. Marketing scholars make important contribution to the business performance.Channel management became a difficult problem in marketing. On the marketing channels of theoretical research, either from the number of research or technical level, far less than other channels of marketing research. So, our research have a practical significance.How to choose marketing channels and models? It should match to overall development strategies, contribute to development, promote overall marketing strategy operation, let enterprises being in a leading position in the competitive market and improve the core competitiveness. So enterprises can avoid to be reproduced and replaced by other enterprises in short period of time.The paper selected a enterprise of low-voltage apparatus from the industry markets and discuss how the enterprise choose its marketing channels and models. The paper analyses background on the industry and forecast industrial development to determine the strategic marketing channels. First, the paper analyses market characteristics and actual situation of the enterprise, to sum up the SWOT analysis chart. Then it discusses the advantages and disadvantages of the existing marketing model and elaborated how to select the appropriate model of marketing channels. Finally, it sums up the three-dimensional model of marketing channel, and elaborate its competitive strategy, distributors management, sales model, the service model, shaping brand strategy. This paper elaborates base on the actual case.Research on a enterprise of low-voltage apparatus, which chooses the model of marketing channels. It is hopes to be considered as a reference to other industrial enterprises when they choose their own marketing channels.