Research On Marketing Channel Mode Of Lable Printer Of Brother Company In China

Since the world’s first electronic label printer invented by Brother Corporation in1988, a series of label printers have been introduced continuously in24years, in order to meet the needs of various industries worldwide. Brother label printers formally entered the Chinese market in1997, and quickly won the favor of the majority of users, by virtue of reasonable price, simple operation, complete functions and patented design of coated labels, as well as product durability, which now have been widely used in fixed asset management, document management, job site management and other places necessary for producing identification among the electric power, telecommunications, manufacturing, medicine, finance, office and other industries. Brother Corporation has been placing great emphasis on product development and innovation, and adhering to the concept of "At your side" to provide the high-quality products and services for the global users in various industries. The products are strongly welcomed and loved by the consumers around the world, which has become the leading brand of label printers at present.Along with China’s rapid economic growth and the extensive application of labels, China has already ranked among the large consumption countries of label printers and supplies, and become one of emerging global markets for label printers and supplies with the fastest growth of consumption. Therefore, the industry giants have launched the fierce market competition. More and more foreign companies, such as KINGJIM, CASIO, DYMO, have already started to develop in China, coupled with the rapid development of local brands including SUPVAN and L-MARK, the competition is increasingly fierce. Due to the continuous expansion of markets, innovation of technology and increase of talents, the label printer industry will change dramatically, which requires us to bravely innovate and actively take actions. The study on marketing channel mode as well as channel optimization and maintenance are designed to bring more energy to maintain a competitive advantage and achieve more fruitful results.This paper makes the comprehensive and in-depth study on the label printer industry market development status, label printer product applications, label printer market competition analysis, label printer market region survey, label printer market business survey, label printer industry marketing channel analysis and other aspects, in order to make the in-depth analysis on the marketing channels of Brother’s label printers, discover the problems in such channels, and offer the scheme of optimization based on the empirical analysis.