Huawei-3com Marketing Channel Strategy, Evaluation And Improvement

As one of marketing combination of 4P, Distribution channel is paid much attention to by marketing managers. The market of data communication becomes more and more homogenous, and distribution channel is regarded as the most important aspect, which incarnates enterprises' core competence. How to scientifically design, manage, control marketing channel and to constitute reasonable marketing channel strategy or adjust actual channel strategy influences direct the marketing system, to some degree, the whole process of enterprise operation. Hawei-3Com Co., Ltd.,as a joint venture of Huawei technology and 3COM Inc., ,had encountered a lot of problems. To build perfect marketing channel strategy, design new channel structure is the prime task of the company.Under the background of marketing management' basic theories, the paper makes reference to data communication and Hawei-3Com Co.,Ltd.'s actual marketing pattern. The paper builds a marketing channel system strategic evaluation model, with the method of system engineering, based on the analysis of interior and exterior marketing factors. Evaluation indexes are classified as static and dynamic ones, including thirty class -2 indexes, which almost overcast the whole marketing management process. Based on the model, the paper makes experiential analysis on Hawei-3Com marketing channel system. Then the paper educes the advantages and disadvantages of Hawei-3Com's marketing channel system. With the conclusion of evaluation, the paper gives advice on marketing channel strategy, from four aspects, such as channel designment, channel number selection, channel management and control. The paper innovatively brings forwards the marketing channel system strategic evaluation model. The experiential conclusion is helpful to actual marketing problem and improves company's marketing performance of Hawei-3Com Co., Ltd.