| Presently switches and sockets market in China is in a state of massive competition, where the industry is facing restructuring due to fierce competition and strengthening of customer's brand awareness. To build up differential competitive strength, a company has two means: marketing channels and communication. As for an enterprise, cost incurred in marketing channels takes up large portion of the total coat and is still rising. Besides, compared to advantage from product, pricing, advertisement, etc. advantage from channels provides more profound strength for competence. Therefore creative channel management is important with regard to marketing strategy. Guangdong Lonon Electrical Co, .ltd is one of the leading manufacturers of switches and sockets. However Guangdong Lonon Electrical Co, .ltd is confronted with problems in marketing channel management. This thesis focuses on its marketing channel management in Sichuan area, with an aim at providing helpful reference for executives and concerned people of the industry through this typical case study. First this thesis briefs the general information of the industry, then recalls the history of channel management of Guangdong Lonon Electrical Co, .ltd and objectively analyses the current situation of channel management of Guangdong Lonon Electrical Co, .ltd .The second chapter introduces some basic ideas of classical channel management theory and customer relation management. The third chapter analyzes the outer and inner environment of channel management t of Guangdong Lonon Electrical Co, .ltd, with focusing on exposed problems, challenges for market channel, and features of competition and trend of channel transformation. Finally it comes to a conclusion that Guangdong Lonon Electrical Co, .ltd should build up strategic partnership in marketing channel and establish 3-demension marketing channel system to strengthen its long-term core competence. |
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