Research On Marketing Channels Of Strategies For Surveillance Industry In China Market

With the acceleration of the rapid development of Chinese economy and the socialization process, Chinese government pays more emphasis on maintaining social stability and promoting construction of a harmonious society. Thus, safety awareness of business and the public have gradually increased, as well as their demands on personal and property safety requirements, which directly stimulate the rapid development of Chinese security industry. What’s more, some major international events and integrated activities held in China have also impetus the process of Chinese security industry development.As an emerging industry in China, security market has been in a rapid development period, with its expanding market scale and stabilizing market order. However, because of its weak core technology and overall strength, Chinese domestic independent research security products account for minor market shares. Due to their leading technology, extensive product line and high reputation, multinational corporations’ firmly occupy the Chinese market, which further exacerbating the market competition in China’s security industry.In a highly competitive market environment, channel has become an increasingly scarce resource. In the fast moving consumer goods market, shelf resources are major scramble goal of competitors. Companies can enhance their influence through advertising and other marketing activities in order to attract consumers. Compared to the FMCG, the security businesses implement their competition through the channel more."Marketing-oriented, the channel is king" this sentence adequately reflects the importance of the channel for the security industry, and companies need to focus more on the construction and management of the channel.This paper first reviews some related theories of the marketing channel management and current research status at home and abroad, then describes the market situation of Chinese security industry, especially the superior security industry. We deeply analyze the domestic and international developing environments of Chinese security industry with PEST Analysis Model, and then analyze its competitive structure with Porter’s five forces model. After that, we make an introduction of Chinese superior security industry channel construction status, problems and future directions. On the basis of this, this paper has developed channel management strategy of Chinese security industry from channel construction, channel control, channel conflict management and channel integration. Then we implement a series of measures to assure the implement of the strategy. Finally, we make a brief summary of this paper and look into the future about the possible research directions.