Research On The Channel Management In China Of Altec (Shanghai) Trading Co. Ltd.

During the past thirty years, since the reforming and opening-up policy applied by Chinese government, especially the recent decades, bunch of famous companies in the world have already set up branches in China, doing management and development of China marketing. It's really a priority or either Private enterprise or joint venture to accommodate and manage, for getting continue improvement in according with China native environment. So, as one of the key items in the loop of corporation management, and specific resource of company as the compositions for core competitiveness, the set-up, development, management and stabilization of the marketing channels have been thought as a very strategic resource.Altec (Shanghai) Trading Co. , Ltd is founded in Shanghai in 2006 by Altec Industries Inc Worldwide, LLC, as a trading company for Altec productions' import and sales in China market.To take " Altec" as the case, I do the analysis and research for Altec's starting of China marketing channels' setting-up and operation, just based on the marketing channels system theories, such as channels set up, channels control, channels confliction and so on, and combined international marketing operation experience of Altec Industries Inc Worldwide LLC , so as to design and set up marketing channel relationship model for meeting China marketing demand.It follows the principle of learning, study and discussing in the thesis. The research way is to use theories studying, case analysis and discussing , just to base on foundation-theory unifying practicality.Here in the thesis, it analyses the root causes of low effectiveness for Altec marketing channels - inconsequent of channels configuration, such as no good guide line for distributor selection & development, training and marketing boundary, improper channel prompting, incompatible aims, non-matching service system, non-through communication, and so on. In the thesis, it outlines the thoughts to solve problems on marketing channels, which is the analysis report of China market and strategy for China marketing based on the study of market demand. Meanwhile, combined with the worldwide marketing philosophy of "Altec Worldwide", it gives the key plan to solve problems among current marketing channels, which is to get improvement on the some phases - redesign of channels configuration, selection & evaluation of channels members, training & prompting of channels members, control of channels and relationship management of channels. With the application of the plan, it will be good for Altec's operation in China market, to accomplish the regional aim and satisfy the China customers with embodiment of one of Altec values - customer first; additionally, it will help for confliction prevention and decreasing, to minimize the potential harm among the channels.The thesis outlines the application research for Altec China marketing according to current market environment in China. It is supposed to be helpful for Altec to obtain the best marketing channels in China, so that it can satisfy the market demand very well with maximal delivery value for customers.