Semiconductor Companies In The Strategic Transformation Of Distribution Channel Management

China is on the way from "Made in China" to "Created in China". Meanwhile, China is becoming a new centre of semiconductor industry in the worldwide gradually. In face of the bright prospect in semiconductor industry, local enterprises are engaged in improving their own competitive competency and start to focus on the channel management as well.This article summarizes the status quo of distribution channel management in China's semiconductor industry and also introduces the business mode and channel structure of semiconductor industry. Apart from the academic theory, the article pays more attention to the practice in the distribution channel management. One foreign semiconductor company's case on how to manage the distribution channel is introduced as an example. The article focuses on the analysis on the innovation of distribution strategy during corporate strategic reform in today's intensively competitive market. The article describes not only the company's strategic decision-making but also the company's implementation of the specific tactics. In addition, a short summary and comparison is made on the shortcomings of channel management in local industry. Finally there are some discussions and suggestions about the improvement areas for local enterprises on distribution channel management. The main purpose of the article is to provide our local enterprises some good examples and practice experiences, so they can learn from the advanced management concepts and distribution channel strategy. Believe our local enterprises can come out a special way to channel innovation based on own situation.