Lg Security Products Marketing Channel Planning

From the sight of company,marketing activity is the source of cash flow and the necessary basis of company operation. Channel has become more and more scarce in the fiece competitive environment. In the fast-moving consumer goods market,shelf rescource has become the target competitors fight for. However the companies in this field can increase their influence by promotion activity such as Ad.This behiver pull customers buy their products. But pull action can not be effective in B2B industry.Security industry is the typical B2B industry in which channel means customer resource. So,company in this industry must pay attention to channel management.At first, this paper instroduces the history of the development of China security market and emphasizes the external environment of this industry and the value chain which make us have a rough understanding to this industry. After that,this paper summarize and analysis the knowledge of channel management,make a detail discussion on channel design.channel policy,channel conflicts,channel evaluation and motivation etc. It also integrate other knowledge such as strategy manangement,customer relation. These theories make the paper gain comprehensive study.Combining the security industry environment and the theory of channel management,the core content of this paper discuss the strategy of LG security channel.draw the conclusion of LG security strategy through the analysis of LG security status and competitive environment,then get the channel model and policy by the guide of this strategy.The final part of this paper describe the implementation of this strategy and plan,analysis the result and deficiency,point out the improvement direction for the management.