Marketing Channel Strategy Research Of Electroplating Additive Industry

Quantity and quality of demand for electroplating additives have been increasing in China. Because of the low barriers to entry, Homogeneous products, price competition and the gray marketing, how to stand out in such a tough competitive environment and to occupy the industry high ground is a big topic. It is necessary to seek competitive advantage from the perspective of marketing management and innovation. Especially, he correct formulation and implementation of the marketing channel strategy is precisely to seek such a weapon of competitive advantage.Plating additives industries generally pay more attention to product technology and process innovation. From the perspective of marketing, Studies of industry research, industry-specific product features, and demand characteristics marketing channel strategy are less covered. This paper attempts to characteristics of plating additives industry marketing channels through research and analysis, through choosing representative enterprises, using the theory of industrial marketing management, analyzing marketing channels, management, maintenance and innovation. So that we can organize and summarize some useful experience and conclusions, in order to promote the improvement and progress of the level of development of electroplating additives industry.AB Co., Ltd. is a typical domestic electroplating additive producer to enter the first army of the plating additive manufacturing enterprises. Experienced rapid growth after the early start, the company’s weak sales growth, expansion of marketing channels, management and maintenance problems become more apparent. For example: Channel resources to the integration of strategy, new channel development and use of customer relationships deepen the management and maintenance, the depth distribution of the contradictions and so plagued the development of enterprises. How to solve these problems? How to ensure that companies develop marketing channel strategy to meet the requirements of the development? How to keep channel edge? These are questions that companies cannot avoid! Exploration of AB on these issues as a typical representative of the industry not only for the development of the industry in terms of certain specimens significance but also for many small and medium-sized industrial manufacturing companies in marketing channels to build, manage and maintain certain for reference. I steeped marketing job in the industry for many years. According to the purpose and need of this writing, I did the related businesses of research, interviews, and collected more credible and reliable statistical information and data. Firstly, this paper describes electroplating additives, industrial status, problems and development trends and marketing channels universal strategies. Secondly, this paper analyzes the status, the problems and reasons of marketing channels. Thirdly, this paper summarizes the marketing channel strategy, and finds the critical success factors and shortcomings. Finally, we explore how to innovate in the channel, to develop a new marketing channel strategy to adapt to the new competitive market environment.