Mt Marketing Channel Analysis And Reconstruction

More and more companies pay more attention to brand image, with domestic economy growth and improvement of industrial automatization. In addition, product inspection market is growing rapidly with construction of Chinese law and enhancement of consumer right consciousness. More and more competitors enter to the industry attracted by potential benefits. Some of them succeed by right of good brand and technologies, some occupy part of market share rely on low cost and price. Marketing channel is unavoidable and becoming an important sourcing of competitive advantage for them.MT is a famous supplier in inspection region. It has built up an excellent brand image and gotten above 70% market share in high end segmentation since entered to China in 1992. But recently, MT find its leading position is challenged by counterparts from Japan and local, they mainly focus on those middle or low end segment, which have been ignored by MT, and begin to penetrate MT's traditional market. Direct selling has been main mode for MT before, and proportion of channel occupy only 10% or so in MT whole turnover at present. It seems that to develop new market is the only choice for MT regarding to circumstance and situation. On one hand, that can broaden sourcing of profit, on the other hand, that can protect the traditional high end market. Of course, MT can not achieve the goal by itself, because the cost may be expensive. Channel reconstruction is a better and more economical choice for MT.The paper includes three parts, first of all, author introduce the whole inspection industry, MT's background and marketing circumstances. What is more, author analyzes present status about MT channel, and point out the disadvantage. Last, writer describes how to reconstruct and optimize the channel structure found on analysis of user need, taking marketing channel theory into account. Meanwhile, author also gives some suggestions about how to inspirit, control, and evaluate distributors, how to prevent conflict.The writer hopes to find right channel solution for MT base on analysis of correlative industry, product and users, and provide some useful reference for industrial equipment manufacturer in China.