A Optimal Design Of The Sales Channels For Electronic Components Products Of HW Reflective Materials, Inc

With the rapid development of the marketing and the homogeneity of the products, the market gradually transforms from the product-driven to the channel-driven, and the importance of the marketing channel becomes more and more obvious, and channel becomes the key factor of the competition among enterprises. In the competitive market, who have mastered the channels will master the initiative. To maintain the stability and unimpeded of the channel become an unavoidable topic of the enterprise.First of all, based on the introduction of the sales channels of HW reflective materials, Inc, by using some knowledge of Porter Five Competitive Forces Model, SWOT analysis model, PEST analysis etc. The thesis analyze the HW Reflective Materials’ external competitive environment, the ability of internal resources, competitive market position and financial capacity. On this basis, we will study the problem of the marketing channels’ competitive strategy formulation after the acquisition of HW Reflective Materials, Inc.Secondly, based on the Enterprise Value Chain, this part of the thesis Study of the design of the corporation’s marketing channel. when people design the channel mode, What factors should we consider them? All these provide some consults for the corporation in establishing and up dating the mode of the channel. Next, we discussed the evaluating method to the members of the channel of distribution. A mode has been established to evaluate some factors that are difficult to be described accurately.The third, this thesis analyzes the development of marketing channel management and risk management comprehensively, including the risk of marketing channel, based on the marketing channel management theory, risk management theory and risk early-warning theory, analyzes the marketing channel risk and the inducement roundly. Then, an index system of risk early-warining theory was established, finally achieves successful results.Finally, the marketing channel becomes the key factor to get sustained competitive advantage for the reflective materials appliance enterpri-ses·Channel conflict occurs more and more frequently. The channel conflict influences the efficiency and inter-firm relationships in marketing channel. Based on the analysis the reason of channel conflict, the paper puts forward some solutions for channel conflict management from the theory of channel construct, channel behavior and channel relationship, which is to bring about a coordinated development of China’s reflective materials appliance industry.