| With the trend of the development of the world’s high-tech, the Chinese measure&control instrument have entered the high-tech development road and be growing fast. In this context, there have been many new measure&control instrument enterprises, these new enterprises not only to respond to competition in the domestic counterparts and also to face the shock from abroad measure&control instrument enterprises. Therefore, the opportunities and challenges are the practical environment of Chinese measure&control instrument enterprises.For the enterprises, marketing channel is an important element in the marketing mix, enterprises through the marketing channel to transfer from their factory to the consumer can buy the products of various locations. Because marketing channel is often constituted by a number of independent wholesale and retail enterprises, so the marketing channel is the only one involved in the marketing mix elements of the management and coordination of inter-organizational relationships. Moreover, in competition more incentive on the buyer’s market, the marketing channel also has a very strong strategic significance for manufacturing enterprises. Efficient marketing channel can not only help enterprises achieve higher sales, but also can help enterprises to create competitive advantage is difficult for competitors to imitate.This paper aims to help DLHL engineering Co.,Ltd achieve the goals of the enterprise distribution efficient and successfully, and a high level marketing channel performance. First of all, put forward the company’s existing marketing channels issues. Secondly, reviews on the theory of marketing channel, and discuss the internal and external environment of the company. Third, based on the above analysis, we build a marketing channel strategy for the company’s, including both channel structure and channel behavior. Finally, propose some safeguards for the implementation of the company’s marketing channel strategy. |
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