Research On CNABB's Marketing Channel Management Of Low Voltage Products Division

ABB is a leader in power and automation technologies that enable utility and industry customers to improve their performance while lowering environmental impact.ABB(China)APLV'products are mainly contributed by distribution channel.Due to the strong market competition,ABB needs to keep the marketing channel competition advantage .Marketing channel is one of the most important factors for the development of enterprises, and also the valuable marketing assets of enterprises. The internal and extenal environments that have influences on the channel management and development are in constant change now. Only by the conformity of marketing channel can its vitality be ensured.Based on the material collecting and marketing surveying ,this thesis analyzed the internal and external environment and channel members of the marketing channel of CNABB APLV by the methods and theories of marketing and economics . By the ISM method the key factors for the development of the distributors were determined, By the conflict analyzed method this thesis analyzed the solution to the conflicts in the marketing channel. This thesis summarized some problems about the management of distributors, the incentive scheme and the information communtication and so on. Based on these,the conformity plan and advice to the ABB marketing channel were constructed .This thesis considered that the ABB marketing channel would improve the efficiency of the management,controlling and running of the marketing channel after utilizing this conformity plan . And will do better for ABB to achieve its sustainable and profitable fast growing target.