Research On Marketing Channels Construction Of A Small And Medium-Sized Multinational_BCT CO.

This paper is a report of positive analyses. Based on theoretic and positive analysis this paper it analyzes the existing marketing channels of industrial control card of a smalland medium-sized multinational_BCT Co. and try to find out the problem of the existingmarketing channels, then bring forward a reasonable plan to resolve the problem of the existing marketing channels. After study this plan of construction for marketing channels systemically, it fixed the best mode of marketing channel for BCT Co..In this paper, it makes a brief recite of basic concept and theory of marketing channel. Environment Analysis and Boston Matrix are applied to synthetically analyze the actual situation of industrial control card of BCT Co.. First of all, review and research are done to recite the existing marketing channel and their construction of the products of BCT Co. and similarities and differences of channels of BCT Co. and JCT Co. are analyzed according to the different industrial environment of China and Japan. Then, the aim of marketingchannels of BCT Co.__"Open the market rapidly, increase the market share, control themarketing cost, increase the profit level." is fixed on the bases of procedure theory of marketing channel. According to this aim, this paper compare, analyze and evaluate the plan and then, evaluate the economical, controllable and adaptive standard of the plan for choice. Considering the requirement of achievement for products in domestic market and long-term interests, the best plan of direct marketing mainly in Beijing, Tianjin and Shenyang are determined. To realize it, innovate management of marketing personnel and marketing network and re-build of the system is applied to increase the market share. This gives demonstration to the promotion in other market as well as references and modes to the choice of agents in other areas. Out of these three cities, direct marketing channel controlled by region sales manager is conducted to find out the reliable combination of region sales manager and service providers for the purpose of exploiting markets and increasing shares. All these provide the efficient marketing channels for the improvement of achievement in the responsible region of industrial control card of BCT Co..This paper analyzes the problem of the existing marketing channels of BCT Co., design and evaluates the marketing channels by procedure theory to optimize the existing market channels and helps to realize the marketing aim.