For The Enterprise Market Products Marketing Channels Research

This thesis mainly discussed: In the industrial market products' marketing activities in China market, under the tough situation in sales figures' increasing recently, how SEFAR Singapore Pte. Ltd. (hereinafter "The Company") should use existing marketing channels network scientifically and, based on this network, get reform for new marketing channels, to get success in the China market.Based on these, the thesis discussed in the following aspects.First, Sefar Singapore Pte. Ltd. was introduced, industrial backgrounds of filter material area in China was also analyzed, then the problems were raised: using existing marketing channels the Company meet problem in sales figures increasing in China market, i.e. being faced by a fast growing potential market, how The company should use exiting resources and advantages, get improvement in marketing channels reform, to get maximum market share. Hence the existing marketing channels were also introduced.Second, related theories and concepts were studied. The following points of view were introduced: industrial market and consumer market concepts, marketing channels theory, business agents' theory and business distributors theory. Marketing activities to industrial markets and those to consumer market are totally different. The company's marketing activities' characters should be: less purchaser number, big purchasing volume, close supplier-consumer relationship, lack of elasticity in need, professional purchasing activities, many purchase decision impact factors etc. Good marketing channels are important treasure for a modern enterprise to get comprehensive competitiveness, especially for industrial market products' marketing. Business agents and distributors system are important trends of modern society, they are derived from the globalization and more and more meticulous division of labor in society.Then the methodology of marketing channels study was introduced, how the Company should make improvement in marketing channels design was explored. Study procedures of company strategy, marketing strategy, marketing channel strategy used to analysis company advantages and disadvantages. The company's Marketing channels' potential participators were studied: manufacturer and its subsidiaries, go-betweens (including agents and distributors), end users. Hence the restricting factors of impacting marketing channels' design were nominated, they are factor of product, market, competition strategy, producer itself, and others etc.At last, based on the principals of marketing channels designing, operatingprocedures and a solid improvement solution of the Company's marketing channels design were made. Operating procedures are: confirming the necessity, reviewing goals, making tasks clear, inspecting the channels structures, evaluating the impact factors, based on the detailed study to the present marketing channels, getting the final solution by "product characteristics and paralleling system" method and distribution cost method. In final sector, comprehensive management options and practical procedures are mentioned: selecting channel members, stimulating channel members, evaluating channels members.In the rear of the thesis, conclusion and suggestions were made.