The Channel Marketing Strategy Research Of Data Communications Industry

With the continuous developing of the process of information, data communications(network) products play an increasingly important role in the economy and people’slivelihood. Meanwhile, higher requirement of network technology has been raised becauseof the market demand. Data communication market can be divided into the market ofcarriers and enterprise network market. Carrier market is mainly for operators such asTelecom, China Mobile, China Unicom and other customers. They require a higher productperformance, but only need a single network solution. Enterprise network market is mainlyfor the needs of the government departments, such as finance, health, education industriesetc. These requirements also ask for a higher demand on the product itself. Every industryhas its own specific business characteristics， products and solutions presented vastly uponthem; therefore, the enterprise network market is often quite complex. After almost tenyears of turmoil, the H Company still beat global network leader, and is always enjoys thefirst place among competitors in terms of Chinese communication market share since2009.Proper strategic direction, highly innovative R&D system, aggressive marketing strategyand perfect after-sale protection are indispensable elements of the achievements.Channels management is indispensable. From the1920s, there are a large number ofscholars interested in the study of channel management such as Weld, Stern, Oddsson.These people raised valuable theories from the channel effective management, channelconflict management, channel relationship management and channel management. Thesetheories play an important guiding role in the subsequent channel management practice.Effective channel management has been an important guarantee of the H Companysuccessfully promoting market sales. Combined with the basic theory of channelmanagement, this article mainly analyzed the channel strategy of H Company, andsummarized from the characteristics of the channel management in the field of industrialproducts, especially in the field of data communication channels management.Based on the basic theory of channel marketing, combining with the basiccharacteristics of the data communications market, this article conducted a comprehensiveanalysis of the H Company’s channel strategy through an analysis of the third-partystatistics. The H Company channel strategy covers the channel structure, channel membersselection criteria, channel incentives and channel conflict. The channel strategy of HCompany is divided in terms of the high-end market, the traditional market and fragmentedmarket. Implement of different channel strategy according to different market has provided a guarantee for the high-speed growth of H Company a few years ago. But with thechanging market, the market competition, especially the decentralized market is increasing.The competition for channels is increasingly fierce. For the problems of channelmanagement, this article analyzed from the strategy, organizational structure and productfeatures of H Company. Combined with the theory of channel management, this articleproposed to optimize the channel structure construction, to improve the channel memberselection criteria, to strengthen the channels to motivate and management.According to the depth analysis of H Company’s channel strategy, this article provideda reasonable conclusion or solution which could be applied in the changing market throughdata communication channels analysis upon the channel marketing theories.