Innovative Research Firm Gold Cable Channels Dealer Mode

Wire and cable and is closely related to economic development, has been widely used in various fields of national economy in recent years, due to the international market is affected by multiple factors such as the financial crisis, the economic recovery is facing a high degree of uncertainty and volatility in the international market commodity prices, the original production excess cable industry market competition is more disordered, the face of fierce market competition, to enterprises bigger and stronger, enterprises not only to technological innovation, but also have to change the traditional business ideas, the most important is to have a good marketing model. Gold cable company as wire and cable industry in Hunan Province, a leading enterprise in Hunan Province for many years has remained the same industry sales champion status, the dealer model as the company’s core business segments, profits in the sector has accounted for the entire group of company profits Eighty percent or more. Auto mode is mainly demand for electrical equipment, lines, object services for dealers, most of them are long-term management of Hunan regional wire and cable businessman with strong financial strength in local, network resources, and can identify with the company’s corporate culture the years following the development of enterprises businessman. It is because they have the strength of dealers, the company has been a leader in the Gold Cup, Hunan home improvement market in recent years, despite the slowdown in domestic economic growth, the real estate market downturn, regardless of the cost of competitors want to seize in terms of building wire cloth market, market pressures Gold cable companies face very large, problematic aspects of the channel, the traditional dealer model has been unable to meet adapt to market trends, only to break the old patterns, choice and innovation, will have a Gold cable company today.This paper mainly marketing theory as a guide to the Gold cable company as a case study, using Porter’s five forces model of competition on the company’s external environment, points out the existence of Gold cable company in the industry marketing environment in strengths and weaknesses, through Gold dealers cable company presentation mode used in the past the problems, such as:the amount of the dealer in order to complete the task, the product R & D center to other areas, disrupting the order price elsewhere; among dealers to grab engineering units to each other way lower prices vicious competition; increased logistics costs due to low profit margins, many dealers do not want to increase the channels of distribution outlets for investment and construction efforts; the dealer vicious competition, a direct result of channel distributors margins low, consumers are no longer the main distributor for push Jinbei brand products, many distributors have chosen other unknown brand management, so you can get a greater profit margins; market disorder brought directly to the competitors can take advantage of the machine, They use psychological dealers make money, and then subjected to induce better marketing policy to guide the company’s dealers Gold cable operators turned rival brands; Gold cable company in the past a single product, dealers need products to distributors and distribution separate wire distribution, logistics and distribution costs are too high, can not guarantee the dealer profits, past Gold cable companies is relatively simple in channel sales, can only rely on dealers to sell, now is the era of network technology development, and not by means of electrical energy business platform to better develop the multi-channel sales model to increase sales and other problems plaguing the company’s development, past Gold cable companies can not achieve a new leap forward in terms of volume, for which the management company for the above problems, Gold Company The new model will use the dealer and birth, Gold cable company first brand extension product chain to take a single product line to solve the problem, in the name of the parent company set up subsidiaries operate other products, and product diversification. Gold cable company through market segmentation, market repositioning will meet high customer demand, the company developed the environmentally friendly green wire with the current theme, and provide security for luxury villas, hotels, hospitals, shopping malls, etc. Power protection. Gold cable company since its establishment 60 years of precipitation, has accumulated a solid dealer resources, manufacturers have established a deep emotional foundation, for which vendors take to establish logistics company model to solve the problem of lower prices of competing businesses, manufacturers brokered the dealer together, jointly funded the establishment of logistics companies, to control the market price, distributors and terminal operators to ensure that profits increase dealer loyalty manufacturers. Gold will build hydroelectric home Jinbei brand deeper, visualization show in the retail market, from product design to the supply of water and electricity as well as home delivery of products and service of one-stop shopping solution for home improvement customers. Use the online channel to the next line transaction mode, use Lynx or Jingdong Mall platform will fight the company’s flagship product, thus facilitating more consumers purchase. Through innovative modes above, while in practice, through a series of safeguards to ensure the implementation of the effects of the new model.