The Strategy Research Of The Optimization Of Helm China Marketing Channels

Marketing channels are the most important resources, how to improve the control of the market, the integration and optimization of marketing channels, are the focus of Chinese enterprises under the background of more intense competition in current domestic market.This article focuses on strategy research of the German HCN marketing channels' optimization. German HCN company began to enter the Chinese market in 1981 and established a representative office, then in the new century set up a legal company in Shanghai. Marketing channels changes from totally dependent on the agents, distributors, far away from the end users, slow feedback for market information and customer demand, to current gradually carrying out direct sales, reducing marketing channel layers, shorten the process, increasing direct service to end users, and timely feedback for customers'needs. In this paper, the optimization strategy have been studied:first, to summarize the theories, the development and direction of marketing channels, the focus of the theory in different periods, and the study's methodology and routes; then to make a simple analysis on the chemical industry which Germany HCN company specializes in, together with competitors; to identify existing problems of the current marketing channels; finally to conclude with a marketing channels optimization design. Specific research as follows:1, the marketing channel theory of development has gone through several stages of development, from the beginning to efficiency and effectiveness as the central focus of research into the rights and conflict, and finally the development of relationships and networks. The layer mode of marketing channels has also been changed from the traditional agents, distributors to end-users, consisting of three or even four layers, to the current factory direct service to end users, or only by one layer of dealer who provides products or services to end users, the formation of short process and fewer layers become the most advanced marketing channel mode. This paper gives advices on the future optimization.2, Current existing major problems:a high proportion of total business is contributed by dealers, Germany HCN Company is far from the end-users. Low proportion of direct sales leads to no access to first-hand market information and customer feedback. Minor problems: the core dealers will be easily taken away by rivals due to lack of incentives. Marketing channels cover only a small area in eastern China.3, through a detailed comparison and analysis on data of German HCN Company's marketing channels-agents, distributors, end-users, and marketing channels in Germany HCN Company's competitors, the optimization, maintenance and development designs are presented.