Study On Strategy Optimization Of Marketing Channels Management Of Company C In Philippine Market

Since the fast development of economic in China in last 20 years,infrastructure and electric-related apparatus,as the basic industry for economy development,have drawn plenty of focus from public.Recently,as the new national strategy was effective gradually,GDP growth rate started to slow down,especially real estate industry was more reasonable with the guidance from national policies,electric industry,which was highly related to the facts stated above,was affected in a large scale.The industry was demonstrated as over competitive and supply is largely greater than demand,at the same time,international market gives a different chance,especially regions like south-east Asia,Africa etc.,drawing more and more focus from investors.A lot of Chinese corporations tried to apply the internationalization strategy,but encountered different kinds of problem in management.In this paper,a leading company C in electric industry of China market is researched as example.In the first half part of the paper,external challenge and risk will be recognized by PEST analyze model,and detailed description and analysis of company C in the electric industry of Philippine market will be presented by FiveForces analysis model.Problem in sales channel structure and sales channel incentive will be revealed afterwards.Reason to the problem that distributors' unwillingness to cooperate and low efficiency of sales channel will be located on mismanagement of channel.The detailed analysis on the problem stated above will be made from perspective of sales channel behavior management and sales channel structures management.The last half part of this paper will focus on the problem resolving,the recommendation will be presented from 2 parts,outside and inside of company C,from the aspect of re-segmentation of market,sales channel reformation and re-design of sales channel incentive etc.The basic processing route of this paper is to describe the actual situation in business,reveal and state the problem,analyze and segment the problem and locate for the root reason,and check theories or cases to present tentative solutions,whose feasibility will be deducted afterwards.This thesis was finished by literature search,case study and data reduction,came up with a feasible and economic solution that suitable for Company C to market in Philippines,which could also be taken as reference for other company in the identical industry.