Design & Management Research Of International Marketing Channel For Y Electronic Company

Observing into international market of coaxial cables,European and American head enterprises occupy more than 60% of the market share.Due to the long-term technical control,resource control and marketing channel control,it is extremely difficult for other enterprises to enter the international market.With the development of society,China began to introduce advanced coaxial cable production technology,the government has also strengthened support,all kinds of technical barriers have been broken constantly,the products are high quality and economical.Moreover,in the aspect of cable resource optimization,it has realized the effective integration with big data and 5G communication,and gradually established advantages.However,at present,because of the lack of perfect channel construction,in the sales of coaxial cable,China has always been unable to break through the oligopoly market.For related enterprises,the establishment of a perfect international marketing channels,it is imminent.Y Electronics Company is a typical and large coaxial cable manufacturer in China,focusing on the research and development,production and sales of coaxial cables,connectors and components,and facing the highly professional B-end market.Due to its late-comer advantage in technology and industry network resources,Y Electronics company quickly gained a firm foothold in the market and achieved bright performance growth.However,in the international market,because the channel is not smooth and the customer base is relatively single,in order to seize the opportunity of the great development of electronic information technology,we need to better design and manage the international marketing channels.In order to help Y company to improve the international channel mechanism,and to achieve the performance breakthrough of Chinese enterprises in the international marketing.This paper uses literature data method,case analysis method,data analysis method and interview method to analyze the construction of international marketing channels of Y company,summarize its problems,and put forward countermeasures.The text first sorts out the relevant literature,and summarizes the relevant concepts and theories of channel management and channel construction designed in this paper.This thesis expounds the environment of Y international marketing channel construction,including macro key,industry environment and internal environment.Summarize several current problems: high channel construction cost,small scale of channel members,lagging channel management mode,and give reasonable suggestions from the optimization of channel construction cost,the search and evaluation of channel members,the establishment of channel management account manager mechanism,and the integration of channel team.On the one hand,the research can enrich the theories related to channel management,and on the other hand,it can provide reasonable suggestions for the construction of coaxial cable manufacturers and Y company’s international marketing channels.