Research On Distribution Channel Of Samsung Notebook

Notebook, as a newly fashion commodity prevailing, is playing a more and more important role in people's ordinary life, work and study, whose marketing is in development and competition is intense. It has been a vital way for every notebook manufacturer to build, mix and improve distribution channels, who want to get advantage in market competition.Every manufacturer hopes to provide customers with their products and service in right time and place when needed. However customers will purchase products according to time, place and different effects of products. It is a very important element in marketing mix to have an appropriate amount of product and service distribution at an appropriate place.As the market competition is more and more intense, notebook manufacturing in china is developing very quickly. And many brands are competing in the market Red Sea, which requires the notebook manufacturer improving the ability of distribution channel management. But the unsteady and conflict of distribution channel often has a bad effect on efficiency, marketing competency, process safety of notebook manufacturers. So it is a critical standard to evaluate the core competence of corporation.The creasing confrontation and severance make the notebook manufacturers have to promote and deepen their distribution management ability. However, the insatiability and conflicts often bring the manufacturers lots of risk factors, which are out of control, to their economical performance, market competition and operation security. So, as one of the most important resource, the ability of initiative design and management extent becomes the critical index which decides the core competition of notebook manufacturers.Looking through the development of marketing theory, from sales,marketing to Relationship Marketing, the manufacturer should thinking not only the complete but also the cooperate and union. Especially in marketing, all of the manufacturers are searching for more distributors to build the market network. But how to cooperate, how to coordinate in trust, how to searching for the cooperate opportunity is becoming the most important issue. All of these signals indicate union is the necessary step facing to complete and the most vital marketing mode. The designing of distribution channels' target is the customers' satisfaction and the divert of manufacturers' attention from distributor to customer service. Since the customers are also the important member of distribution channel, the effect will compromised if the customers' requirement are not truly find out.Under the guiding of distribution strategy, the Sumsung notebook should based on customers' demand, change the channel strategy to the specific enforceable channel behaviour, thereby enhance the distribution channel effectiveness.The paper focus on the designing of Sumsung notebook's distribution channel and expand discussion according to Sumsung's actual business feature.The channel which manufacturer choose will deeply influence its development to be able to adapt to customers' purchase behaviour, manufacturer ability and product feather. To follow the principle of smooth and efficient, appropriate coverage , stable and controllable, coordination, the manufacturer should play its advantage, combine the choose the distribution channel mode with its product strategy, price strategy, promote strategy and logistic strategy to enhance its overall advantage of the marketing mix.Referring to much research and related theories, this paper focus on the notebook manufacturers as the main target, research its distribution channels management, especially deep analyze Sumsung, the international brand. The paper has six sector including conclusion and please fine the content as following:The first chapter is introduction, mainly discuss the background of topic, searching purpose, meaning, content and structure.The second chapter review the paper to make up the basic theory and elaborate the current distribution channels situation of Sumsung, and explain its basic type and structure, especially go through the problem that exist currently.The third chapter analyse the market environment of Sumsung notebook, starting from macro environment with economic, technology, society and globalization. Next, the paper classify the customers, summarize the Sumsung's rival. Only under the clearly understanding and definition, can we lay the foundation for the next stage of the study.Chapter 4 and Chapter 5 is the key one, after analyzing nowdays marketing situation during Chapter 3, with the practice of Samsung notebook operation, we give feasible plan for their distribution channels integration and management. Furthermore, it is hoped that with the plan operated and improved, this way could be the sample of research, promoting through the related companies and marketing.The last chapter is conclusion part, shown the summary of paper's research, meanwhile gives the limitation and further questions under nowadays situation.For the expanding market, from domestic to world wide, it is the fundamental strategy that built & owned a good distribution channels. Under the theory of global marketing, no company could be an isolated empire without any cooperation. Hope this paper's research play an important role in Samsung notebook's distribution channels integration and management, and helpful for other IT companies.