A Research Of Export Marketing Channel Optimization On Company F

With the acceleration of global economic integration,more and more Chinese enterprises are participating into the international competitive market,hereinto,the export marketing channel is one of the most important elements in enterprise marketing mix;with the increase of the international market competition,as well as the increasing cost on the domestic raw materials and labor force,the construction and way of optimization of export marketing channel are becoming the vital marketing resources,which can help enterprises to participate in the international market competition properly,increase corporate profits.The design and management of marketing channels are the big topic in the marketing field of small and medium-sized enterprises,and are the important way for enterprises to achieve their marketing sales.How to optimize the marketing channel management;and improve the efficiency of existing marketing channel,are definitely affecting the long-term development of enterprises.Company F is a typical small and medium-sized enterprise;it is mainly manufacturing the Electric Products,and selling in the market at home and abroad.After more than 10 years of development,the company has gradually developed into a well-known manufacturer in China in this filed.In the meanwhile among these 10 years,more and more competitors emerged into the market,combined with the increasing cost of production factors and the decreasing export margins in China,all these brought in more obstructions for export business development for Company F.Under this situation,if Company F intends to expand the sales scale and broaden foreign markets,improve market share and increase sales volume,then a proper breakthrough must be highly needed for Company F.One of the effective measures is to optimize and take up with reasonable planning on its export marketing channel.This thesis takes the basic theory of marketing channel to start with,the thesis firstly describes the concept of marketing channel and research status at home and abroad;Secondly,it sorts out the existing marketing channel theories and related literatures,and makes a point on the theory of export marketing channel including the structure,pattern,function and classification,and then transfers to the case study on Company F.The aim is to work out the suitable and effective optimization measures for export channels,to cope with the impact of internal and external environmental changes,to promote export marketing share growth for Company F.To be specific,making an analysis on the existing export marketing channels,by involved SWOT analysis on export marketing channel management issues,is the first step.And then,it concludes the existing problems as well as the causes of various problems towards the company export marketing channels.After that,based on the theories of export marketing channels,it is supposed to scheme the optimization goal and principle on export marketing channels.Finally,it is to put forward the optimization mode and specific measures of export marketing channels,additionally put in the optimization promotion measures together,in the hope of setting out on a path of sustainable development in export market for Company F,by way of marketing channels optimization.In this thesis,since Company F is just an individual case,therefore,the specific measures and conclusion of the thesis have its limitations,but Company F is the epitome of the typical foreign trade enterprises in the Electric industry in China,so we hope this offers a useful reference to such similar small and medium-sized enterprises in China on the way of export market development.