Ab, The Company Color Tv Research, Marketing Channel Construction In The United States

The study on marketing channel construction occupies extremely important position in the operation management of modern enterprises. AB Company (To keep it confidential, the author does not mention the full name of the company, and calls it AB Company instead) is a leading enterprise in Chinese home appliances manufacture industry, and was ever a leading share in Shanghai Stock Exchange Market. AB Company, with nearly 30 years'experience in TV manufacture, is one of Chinese large-scale state-owned enterprises that firstly develop and manufacture consuming electronic appliances. Through years of development, AB Company has accumulated much experience concerning internationalization. Now, AB Company is positively deepening management reform and integrating management resources with the aim to make a breakthrough in global market expansion.USA is the largest single national TV market in the world, where is full of opportunities and challenges. So far as Chinese TV manufacturers are concerned, entering USA market is not only beneficial to carry out the strategy of China's"Going Global"and continually optimize national economic structure, but also to the enterprise's own development by adjusting their product structure and searching more developing opportunities on the basis of constantly meeting the requirements of different regional markets.The topic of this paper is the study on the marketing channel construction of AB Company's TV in the USA. Based on the study of marketing channel theories and the practical work experience, the author analyzes the USA market environment from the aspects of economy, politics, technology etc. in the process of AB Company's exploring TV market and carrying out its marketing strategies in the USA, and depicts the basic and general character of USA TV market. Besides, the author makes an analysis on AB Company's present situation-the advantages and disadvantages of its marketing channel construction in the USA. Finally, the author puts forward the counter measurement on AB Company's marketing channel construction in the USA. Through the analysis on AB Company's marketing channel construction in the USA, the features of USA TV market and the regular rules of USA home appliances market development are discovered and mastered, which provides some experience for its other products'cracking USA market as well as other Chinese home appliances enterprises. As one of the highly developed markets in the world, the features of home alliances consumption in USA market is similar to other developed countries or regions, such as West Europe. Therefore, AB Company's study on the marketing channel construction in the USA also provides valuable experience for its exploring TV markets and constructing marketing channels in other developed countries and regions.