| Since the end of 80's of last century, owing to its advantages such as energy-saving, convenient etc., the intelligent architecture has rapidly been the developmental direction in construction industry. With the rapid development of real estate, the related industry like building automation, also developed quickly accordingly. On the one hand, due to the insufficiency of various energy, people in the world was advocating the energy saving, emission reducing and green building; on the other hand, the requirements from people to the quality of environment were up to an extremely high level they never have been. These internal and external factors pushed the building automation industry grow with rapid speed. As the leading company in building automation industry, JC entered relatively earlier the Chinese market. With the development of more than twenty years, JC Company has created a good brand image and held firmly one-third of share in high-level market. However, driven by the great demands from the market, with the advantages such as the exact market positioning, cheap price, flexible strategies, allover network channel etc., more and more domestic and overseas manufacturers joined this industry and gradually found their own positions. Facing the fiercer and fiercer competition, JC Company who has always been taking the direct distribution as its primary marketing strategy, begins to re-examine its marketing channel.This paper takes the marketing channel of JC Company as the subject research. Firstly, it clarifies the concept related to marketing channel and makes clear the related theory, which establishes the theoretic support to the following cases. Secondly, while introducing the intelligent architecture and building automation, it also analyses the competition situation in the market and summarizes the product characteristic of building automation as well as the key factors of its marketing. Besides, it uses the theory of structure design and member selection of marketing channel to discuss the marketing channel strategy of building automation. Finally, after analyzing the SWOT of JC company's marketing environment, it expatiates the marketing channel policies of the company and analyzes the existing problems, then brings forward suggestions for improvement.This subject starts from the real cases, combines the marketing channel experience of top 500 companies and brings forward some useful summaries and suggestions, which to some extent can be used for reference for the companies in this industry, even the industrial companies. |
