Research On Marketing Channel Of FSBP Company In China

As a developing country with more than1.3billion of population, China is the country driving the GDP with rapid growing. China’s building and construction market is one of a few huge scale with tremendous potential in the world. Especially for waterproofing industry, this is the target market for the most of international waterproofing companies to enter into and fight with each other, as well as the competition from the local waterproofing companies, so that make it to be a highly competitive market. Then, who own stable and effective marketing channel, who will domain the market. As digital information times’ coming, market environment is becoming more and more complicated with strong competition, traditional market channel can’t meet enterprises’ requirement on business development. Therefore, how to improve and renovate the existing marketing channel and make it to be highly effective, which will be a key target for the company to reach.Based on FSBP Company’s developing situation and existing channel problems in China building and construction waterproofing market, through collection and studying relevant marketing channel theory and cases, the article mainly focus on analyzing problems on existing marketing channels of FSBP company, such as too many levels of channels, weak competitiveness on value chain, low channel loyalty, channel conflicts, drawing up an optimized proposal on channel redesign. In the proposal, O2O business model will be introduced which will bring the business model of traditional waterproofing market into internet-based electronic commerce platform. In the article, the corresponding implementation procedures and key measurements were also raised in order to make sure the proposal to be carried out smoothly.