S Suitcase Company Optimized Marketing Channel Strategy Research By The View Of Relationship Marketing

China economic developing in high speed after reform and opening-up policy, the living standard is gradually improved in China. The pursuit of life quality is getting higher and the demand of travelling is getting stronger. The developing of tourism industry develops the demand of travel suitcase, the developing of domestic and international trading develops the travel suitcase business. The well-known suitcase brand seeking the business opportunity in China market and want a piece of cake, like medium and high end brand Samsonite, Rimowa, Crown, Delsey etc. and medium and low end brand Wenger, GNZA, HANKE etc. The earliest start suitcase business in China is Samsonite and getting great success in China market. Samsonite maintainsthe leading position in China market in terms of brand awareness and customer popularity. It’s sales channel strategy is worth for reference for other brands.This article following the theory of marketing channel and relationship marketing, use the method of case study, investigated the current suitcase market in China, based on the current marketing channel strategy of Samsonite, analyze its channel strategy in China. Expound what kind of sales method and sales channel strategy Samsonite used during expand the market from high-end to mass market. Also analyze the problems when developing in China market, such as the influence to the original brand when taking multiple brands and multiple channels expanding strategy; how to balance the different channel; the channel management problems etc. The author proposed some solution for channel optimized-design.The author thinks multiple channels and precision strategy is suitable for well-known & high-end brands; but the enterprise with low maturity brand suitable vertical marketing strategy. But the quality is easily out of control if channels too dispersion. So the priority and balance of channels are very important and according to the product character. The concept of traditional channel should be renewed under the strong internet and E-business background today. Suitcase enterprises need break the old concept and establish their own competitive barriers by using the advantages of new channels.