| 30 years of reform and opening up, China's economy has been gradually integrating with the world economy. Each company as the basic economic unit in the process of deepening of the play to their business advantage and achieve its own development. As foreign companies, more and more optimistic about the mainland Chinese population of 1.3 billion consumer market, a large amount of money invested in the local active in the offensive, the Chinese mainland enterprises have resorted to every means against, and form global enterprises in China than endurance and fierce competition from more than intelligent . In this competition, foreign enterprises to establish and manage their sales channels, how to implement in the global market, sales channel management experience and status of the effective integration of the Chinese market, foreign enterprises have become an important strength of the performance of the market increasing the level of today's corporate marketing channels like the neural context, penetrated into every corner of the business. With increased competition between the enterprises of more importance to the establishment of marketing channels and management, through its own the "nerve" to convey the intention of the business and the realization of the interests. Therefore, how to build and manage effective marketing channels, making it the core of enterprise competitiveness and intangible assets, especially foreign chemical enterprises in China to achieve global business concepts and effective integration of localization has become a business worthy of serious study.In this paper, chemical companies to study the HL case, combined with domestic and foreign experts and scholars in theoretical research and practical experience in their fields as building materials fine chemicals product marketing channels for the design, establishment and management of related marketing channels, such as the contents of a more systematic study I hope that the findings on the same kinds of enterprises can have a certain reference.The article is divided into five parts. Chapter I Introduction, including background topics, research content, research framework and research methods; HL Chemicals chapter the theoretical basis for marketing channels, the main marketing channels for a synthesis of relevant theories, including domestic and international marketing channels on the theoretical study the status quo. Chapter III of the company's marketing HL chemical analysis of the status of the channels, mainly the use of SWOT analysis of HL chemical companies in the Chinese market to analyze the advantages and disadvantages, including an analysis of building materials at home and abroad with the development of fine chemical products industry the status quo, HL Chemical Company external and internal environment analysis of the advantages and disadvantages, the conclusion of the marketing channels in the construction and management strengths and weaknesses; Chapter IV is the theory with practice, the chemical companies HL Development of marketing channels, including channel design, construction and management. The concluding part of Chapter V, on as a foreign chemical enterprises in China, the establishment and management of marketing channels need to correct theoretical guidance, combined with industry characteristics, product application and advantages of the enterprises themselves, to focus on the choice of channel members and management. In this paper, through case analysis, analysis of macro-and micro-analysis method of combining the company's marketing of the HL analysis of channel management, marketing channels help to improve the management of enterprise awareness and ability, while building materials used on China's fine chemical industry in the marketing channels management of a certain reference. |
