Research On Change Of Sales Forms From Agent Forms To Direct Forms For High-end Industrial Products In Foreign-owned Enterprise

With the development of China, the requirements for high-end industrial products increase a lot in industry marketing. Foreign companies depending agents wine many Chinese clients. All of foreign owned senior industrial enterprises built factories in china. Because competition between similar products are cruel more and more, the profit of agents begin to decrease very much. Sales model is changing.First of all, the paper analyzed the marketing situation on foreign high-end industrial products, introducing the related characteristics of industrial products, especially for high-end industrial products, and noting the theory of direct sales and agent channels for the high-end industrial products. Second, through the use of specific agents to analyze the case, combined with marketing theory and business strategy theory to analyze sales patterns, studying the development trend of high-end industrial products. Based on product, price, channel, promotion of 4P marketing theory, describing that it is inevitable for sales forms from agent forms to direct forms for high-end industrial products, By comparison relying on SWOT analysis, the direct sales model that is better than the agent model for high-end industrial products。Final focus on explaining the key factors affecting the change in sales model, For example, financial risk, and agent loyalty, the emergence of new channels, the change of "public relations" , market competition from the products to the professional solution.Through the study of these questions, this article leads to a change in the trend for foreign-owned enterprises in the high-end industrial sales patterns. In the 5 years to 10 years, large amount of sales will shift to direct sales for wholly foreign-owned high-end industrial products in place of agents. And there will be a large number of small-scale agents will gradually withdraw from the market until the collapse. Powerful agents will become the manufacturer's systems integration partner, has also become a manufacturer's customers.