The Study For The Deep Marketing Channel Strategy Of China HP Consumer Computer

Marketing channels are the ways that products are transferred from producers to consumers. As one of the four basic elements of marketing,marketing channels Link between producers and end-users,and is also the focus in strategic building. As to enterprises,product flow,capital flow,information flow,commercial flow are completed in marketing channels,it is crucial to the enterprise,and can not be replaced by other resources.HP's innovation of the marketing channels---Depth marketing channel strategy, which is well said by all for its Typical Significance. HP makes an Effective Depth marketing channels strategy which is unique and suitable for the development of the company according to the features from the market of China. This strategy is confirmed to be of strong vitality and competitiveness by used in the computer market of the biggest developing country of China.Depth marketing channel strategy is a strategy which is suitable in China's market and also gives full play to HP's core competitiveness. This marketing channel strategy basic point is: through organized efforts,establish long-term stable strategic cooperative relationship with distributors and customers,infiltrate the corporate objectives,values, business philosophy into the corporate culture of dealers and customers,then control the terminals,rolling nurture and develop the market,get the competitive advantage and initiative of the market.HP's depth marketing was proved to be an effective one which base on the theories of 4PS,4CS and 4RS,communicate with customers deeply,and establish the extensive and long term relationship with customers by effective logistics,completed services and perfect management for the market,get the maximize Loyalty,market control and competitive power. With the successful implementation of Depth marketing,HP manage the dealers and sales terminals more effective,get the marketing information very fast,understand the status of product in the sales channel exactly,so HP can get the exact the sales forecast, arrange the promotion resource effectively,cover more areas,then capture the marketing quickly.This paper studies background , business reality , theoretical foundation and practicalness of China HP in order to explain inherent,objective and inevitability law with two aspects of theory and practice. This study will help domestic enterprises who learn from HP's marketing channels to improve the management and market competitiveness and narrow the gap with multinational corporations in the field of marketing.It is not only analysis HP's depth marketing channel strategy on the theory and practice, but also pointed out several of enlightenment in channel management of modern market system.