| Electronical industry has enter into a Homogenous competition period. Under this background, the techonology, price of products is no longer the determine factors of consumers’ pruchasing factors. Meanwhile, the demand of the electronical industry market is huge, thus a scale operation can obtain a reasonable revenue, therefore, the marketing channel has become the foucus of the enterprise and the key to the success in the market competition. Hongze Elecronics, a rapid development company which is facing fierce market competition, is in a very disadvantageous position in the market.The marketing channels of Hongze Elecronics is chosen as the research object. Firstly, the Hongze Elecronics’s marketing environment is analyzed according to the market practice. Combined with author’s work experience in marketing center in Hongze Elecronics, a market research is conducted to describe the current status of marketing channels. Secondly, aiming at solving the problem in marketing channels, the optimization strategies for the marketing channel of Hongze Elecronics are provided. Specifically, on the basis analysis of the stratigic planing and influencing factors, a channel model improvement plan containg the construction of pull channel, the construction of flat channel, and the improvement of the marketing structures and operation procedures is provided. Then, a managent methods is improved from the aspect of the membership, pricing, promotion and logistic management. Finally, the implementation, safeguard and expected effects of of Hongze Elecronics’s maketing channel optimization strategies are studied.Many enterprises in China now are very confused of Marketing Channels. This study on the marketing channel channel management of electronic company has practical guildance for the enterprises to choose marketing channel model, evaluate channel members and update the marketing channel management. The research results can be supportive for the enterprises in electronical industry. |
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