Fs Sewing Machine Manufacturing Co., Ltd. Marketing Channel Integration

? ? The total output of our country's Sartorius industry has already conquered the first position in the world for a long term development. Yet having taken the utter advantage of the quantity, our country's Sartorius industry has to face some plights like product homogeneity, price profitless, and promotion disability. One of the effective measures to break these difficulties is to review the importance of the company'marketing channel, and then set up a distinctive, high grade and efficient marketing channel system.In theory field, the marketing research of the scholars both in and out of our country mainly divides up into three phases: channel structure, channel behavior and channel relationship. Along with the complexity's increase of company management environment, people have more and more profound cognition and enterprises ask for exigent reform to the marketing channel. Basing on some scholars'research of marketing channel integration, this paper bring forward marketing channel integration model, which provides the effective theory for the FS Sartorius manufacture limited corporation's marketing channel integration. Marketing channel integration model includes four lays: macroscopically lay, industry lay, company lay and marketing channel lay. Therein to marketing channel lay involves marketing channel integration factor, marketing channel sustainment factor and marketing channel evaluation factor.Firstly, this paper had deeply found out the microscopically environment of our country's Sartorius industry, held the trends of this industry. Secondly the author had taken a serious survey of marketing channel situation of FS Company, located its advantages and disadvantages. Finally this paper has designed the marketing channel integration project.For the sake of keeping relative competitive advantage, the marketing channel integration of FS company need to start with optimizing distribution network layout, constructing district diplex agent system, perfecting"FS119"calling center function, setting up KA agent strategic alliance, and establish some assistant measures like constructing marketing channel information system, integrating marketing system, fostering salesmen troop, establishing technology ambassador club, finally format marketing channel performance appraisement by BSC view to test the effect of the marketing channel integration in such a drastic competitive environment. The advantage of channel is one of company's core competitive abilities. Gasping and keeping it is the key which FS company gets a long term development.