Schuler Strategy Channels

Channel strategy is regarded as the key element of marketing. With respect to traditional consumer goods, sales channel always stands for dominance of consumer demand. By means of outlets deployment, Suning, Gome etc. appliances stores have already taken up the decisive position between appliances producers and consumers. The internet direct sellers like www.360buy. com and www. dangdang. com are turning up to define new consuming pattern. As the marketing competition upgrades and products&services diversification is highly claimed, industrial products channel construction plays a more important part of marketing development. Quite a few industrial enterprises are drawing lessons from consumer goods counterpart to extend channel with innovative thinking. The specialty and complexity of industrial goods lead to higher threshold for channel members to assure the reliable information can cycle in the loop, thus how to design or reorganize channel structure as well as how to improve channel efficiency has already come to hot topic with widespread concern.The thesis research reviews the theoretical fundamentals of channel system, through the case study of Schuler company, discusses the outer environment in close connection with channel development involving economics, politics, society, technology and competition, looks into enterprise internal resource in the light of company development roadmap and product strategy, outlines the company internal conditions to support channel strategy by virtue of resources&conditions analysis; Then the article sets out the current channel operation of Schuler company across channel structure, performance evaluation and channel conflict logics to figure out the existing major channel problems; Subsequently these reflections and proposals to improve channel management is put forward in response to foregoing problems, where research focuses on optimization of channel structure, optimal assessment of channel system&channel members together with the solution to handle channel conflict. Additionally this paper systematically summarizes the approach of channel integration and significance of importance; Then derivative channel is mentioned as prospective study, in particular with the constructive suggestions towards service channel and leasing channel aiming to create and win more marketing opportunities and to reinforce composite competitive power by building these potential channels.Today we step into economic globalization; extensive sales network is highly developed. However we still realize that many industrial customers fail to source premium suppliers, meanwhile some manufacturers find difficulties to approach targeted customers, the enterprises in pursuit of branding differentiation have to face the shrinking marketing price discrepancies. Although continuous efforts are put on processing cost management, the rising volume of selling products is no longer equal to increasing profit. Therefore the industrial products channel as the middle segment of value chain is walking on the edge to retrofit. Whereas industrial enterprises stay with various circumstances including both internal and external factors, the attached problems from Schuler company are never isolated. The article is intended to have industrial enterprises broaden insight, customize channel structure based upon practical marketing demand, identify precisely the evaluation elements related to channel performance, deepen the competition and cooperation among channel members in combination with actual channel situation, so as to establish integrated efficient channel, further breakthrough marketing development bottleneck and make running enterprise sustainable and prosperous.