Guangzhou Dj Company Marketing Channels, And Management

Since the beginning of 21st century, the marketing focus gradually shifted to meet the customers'demand because of the further deepen of economic globalization, the intense competition and the increase of cost pressure. The appearance or aggravating of changes made the academia and the corporation pay more and more attention to the marketing channels. The construction and management of the marketing channels already has been becoming the crucial weapon to deal with the changes to meet the customer demand and win the competition.However, some corporations, in particular young small medium-sized high-tech corporations, most of them carried on the channel construction and the management depending on the imitation or experience t, these actions left many conflicts and hidden danger , took many tortuous paths too.This paper took Guangzhou DJ Corporation as a background, DJ Corporation is a small high-tech enterprise that is turned itself from a broker to manufacturer. The paper provides the practical and feasible means to help DJ Corporation to get unique advantage in marking channels. This article consulted a large amount of literatures available, took investigations on the spot, made use of the marketing theory extensively, and analyzed advertising equipment industry characteristics in-depth in china, to help the DJ Corporation to construct and manage the marketing channels so that it can help DJ Corporation cut rapidly into the different regional markets.Firstly,This paper studied the marketing competition and the channel environments, and takes into account the strategic development goals of the DJ Corporation, at same time, the paper takes advantage of management science and marketing theories to conclude goal and orientation of marketing channel of DJ Corporation.Secondly, we compared the channel models of industry, concluded their advantage and shortcoming, analyzed the various factor that impact the channel conformation, according to all analysis, we put forward the marketing channel design of DJ Corporation, this is to say, DJ Corporation insists on"short and narrow"principle, taking into account the differentia of regional market, to construct compound channel system that include door to door sale, distribution, and direct-distribute sale.Then, we propose the means about recruit and choice of channel members.Finally, this paper discussed the management of marketing channels.I Expect that this thesis can give a hand with the small medium-sized high-tech corporations how to design and mange the marketing channels in accordance with the market environments, industry characteristics, the strength of the products and enterprises, in order to form its own unique predominance.