HP Supplies Channel Management Study

With the rapid development in recent years,Hewlett-Packard China is facing many problems to be solved including the bad competition and unordered conflicts between dealers and distributors.Traditional management mode failed to solve the emerging problems effectively.Reforming of current management strategy.To begin,the paper elucidates the marketing theory,fundamental notion,and importance of channel.Secondly,taking HewlettPackard China as an example,the marketing channel construction of its consumables business in China is discussed,the strength and weakness of its overall distribution channel management strategy is analyzed with SWOT as well.Thirdly,the accurate positioning of Hewlett-Packard China is confirmed with STP method.In addition,the principles and objectives of HP consumables product marketing channel management are discussed further ly,a new channel model called T3 is proposed finally based on the discussion.This model is a T2 agent plus T3 channel model,which is an effective way to consolidate and expand the marketing of HP original supplies products in this increasingly competitive environment.According to this model,the management of HP supplies product marketing channels should focus on three aspects:structure,membership and business.comprehensive control of the three aspects is an effective way to boost channel efficiency and user satisfaction.