Study On Marketing Channel Strategy For Shanghai Sanden Behr Company

As an auto parts, marketing channels is the lifeline to maintain the survival anddevelopment of Shanghai Sanden Behr Automotive Air Conditioning Co., Ltd. For aperiod of time, with the size and number of marketing channel expanding, the channeltype is also changed from the traditional single channel to the multi-channel marketingnetwork. However, the increasing channel conflict, the rising cost of channel, and thelower channel efficiency come with it. At the same time, with the ever-changing market,the traditional transaction channels of relations and management seriously obstruct thebusiness expansion and sustainable development of SSB, and become the bottleneck ofcompany development. Therefore, the study and optimization on SSB’s marketing channelare reqired by the changing inner and outer environment, it is great significance for thesurvival and development of SSB.This article from the basic concept of marketing channels, integrated with the theoryof the theoretical analysis and empirical research method, the existing state of SSB’smarketing channel is analyzed by the use of Michael Porter five competitive forces model,PEST analysis and SWOT analysis, finding out the restriction factor in the development ofmarketing channels, at the same time pointing out that the company’s top priority is: howto use certain ways and means to combine together, on the premise of seeking commongoals, coordinated action with the channel members to promote the common development.Through the study of SSB marketing channels under the current circumstances, Ithink that:For the long-term interests, SSB should absorb the channel members into its ownsales, service&distribution system and training system, spare no effort to make partnerdisplay own superiority, using modern information technology, market informationprocessing system of customer, to build customer and market information processingsystems, the formation of specialized marketing channels and management models, andcontinuous improvement in practice; At the same time, the marketing channels should be improved from the extensive mode to intensive mode, and towards to the following fiveaspects:(1) Flat compression: to cover widely and to decrease cost and ensure benefits ofmulti-respects by cancel many middle tache;(2) Lean: through the optimization of the channel structure and enhance theoperational capacity of channels, to get maximize revenue with minimum cost;(3) Terminalization: in the terminal market construction as the center to operate onthe market, through the channel every link of the service and monitoring, to makeour products timely, accurate and quickly reach the terminal;(4) Integration: in order to cope with increasingly complex environment, SSB and thechannel members establish the union to share the benefit and risk, jointly developnew technologies and new markets, to ensure that supply and demand;(5) Electronicalization: to make our five nets----sales distributor net, logisticsdistribution net, customer information net, client service net and production netinto one net.This article has five chapters: the1st chapter, brief introduction of marketing channel;the2nd chapter, summary of domestic and foreign research on marketing channel; the3rdchapter, marketing channel’s status and existing problems of SSB; the4th chapter, theimprovement and management of SSB marketing channel; the5th chapter, conclusion.