The Research On The Sales Channel Strategy In Europe For Power Semiconductors Of CSR Times

CSR Times Electric is one of the earliest companies to develop high powersemiconductor devices. It is also the R&D and production based for China railtransportation equipment and enjoys high reputation in power semiconductor industry.Since2005, the overall sales volume has been very low although the Company madesome breakthrough in the European market. Although the acquisition to Europeanpower semiconductor manufacturer Dynex Semiconductor Ltd helped the Company toenlarge its sales channel, the issues on regional sales channel structure andconfiguration, loyalty of channel members, asymmetrical market intelligence, channelmanagement and channel conflict from time to time are still quite significant, whichultimately result in slow progress on market development. It has arouse as key researchsubject of the Company to resolve these issues.The research target of this paper is based upon the sales channel in Europe forpower semiconductors of CSR Times Electric where the author is engaged. In the paper,the author analyzed internal and external environment of CSR Times Electric inEurope region by utilizing modern marketing and sales channel management theories.The author further analyzed the current situation and issues of the Company saleschannel structure and configuration, channel quality, channel market informationexchange as well as channel management in Europe and proposed improvementsolutions on sales channel structure design and management. In the mean time, theauthor proposed the measures to safeguard the successful implementation of improvedsales channel strategy in order to improve business development of the Company andultimately achieve the objectives of improving the market competitiveness.The paper is expected to produce one set of more scientific and effective saleschannel strategy and safeguarding measures in reference to the marketing and saleschannel management theory and practices so that the deficiencies of channel structureand management can be resolved and the business of the Company can develop rapidly,healthily and sustainably in Europe. At the same time, the author also hopes throughthe case study on the Company that this paper may further help the domesticsemiconductor manufacturers who are developing global business to learn Europeanmarket, customer demand and competition situation so that they can more proactivelyforecast the market trend, produce sales channel strategy and get more potential market share, which will ultimately improve the business operation and marketcompetitiveness of the power semiconductor manufacturers.