PTC China Marketing Channel Management Improvement Strategy And Research

In the past twenty years, IT software vendors focus on large customers and major customers of market. These two markets to be saturated gradually, Accompany the rapid growth of domestic small and medium-sized enterprises, the competition gradually transfer to the SME market. After20years continuously development in China market, PTC has completed the layout of the market gradually in the high-end and the professional customers, However, PTC’s construction in corresponds channel system various aspects in view of the SME enterprise market of domestic still very poor, the channel ecosystem have not been formed a professional system.PTC has been a key player in China PLM market. However, the existing market share has declined because of the arch-rival’s strong competition, such as Siemens and SIP which are the famous PLM companies. Moreover, the single-channel coverage, the weak marketing and servicing capabilities of the current channel partner and the inappropriate channel control seriously limits the development of PTC’s core competence. After analysis the competitive environment of China domestic market, it seems to be more and more important for PTC to build up a new and efficient channel management strategy in the market.The dissertation discoveries the opportunities and threatens of PTC after analyzing the macroeconomic environment, industrial competition. Then it illustrates the main problems and weakness of the channel management of PTC after the analysis on the internal business environment, such as business resources, company strategy, core competitiveness, channel management systems, channel marketing strategy, the status of operation. Finally, on the basis of the theory of marketing channel management, combined with the characteristics of PTC China channel management for the following improvement measures are put forward:To strengthen and establish channels for SME, To define user-centered channel mode for SME market. To recruit motivate evaluate channel members with efficiency. To increase support for channel partner. To focus on support the inner cycle partners, To support partners expansion in the field of advantage. To establish a wide range of technical support service system. To strengthen consciousness of value-added services for channel partner by increasing the training of the partners, To enhance the ability of channel conflict management using information-based conflict resolution strategies.The dissertation combines the theory and practice, the combination of qualitative analysis and quantitative analysis. The research result is pertinent, practicable and maneuverable. It should be a strong guiding significance and reference to PTC China marketing channel management innovation and long-term development. It also would be benefited to the key players of PLM industrial in China domestic market.