East Special Stainless Steel Wire Rod Marketing Channel Strategy

The permanent competitive advantage can't be imitated quickly or easily. Recently, Dongbei Special Steel Company is difficult to obtain competitive advantages coming from products, price and promotions based on the equipments, technologies, products and costs. Compared with the 3P elements, successful marketing channels are able to supply the enterprises with more potential power and are imitated difficultly in a short time. It is an important direction to build successful marketing channels for overseas markets and keep the resulted competitive advantage to Dongbei Special Steel Company.Reviewing current marketing channels for stainless steel wire rods in USA market, it is found that DSSC should pay more afford to consummate and strengthen their designing, choice and management. This thesis purposes establishing ideal channel advantages and integrating with the scientific theories of marketing channels and current marketing conditions. This thesis also intends to use for reference to the management of marketing channels for the other steel products in overseas markets.As far as current channel conditions, DSSC is somewhat unmeditated and random to the channels designing, choice and managements. The stainless steel wire rods market in USA is developing and competing. Some competitors made mistakes for the marketing channels in USA resulted in the weakness of performance of marketing objective. Market, product, producer and intermediate merchants restrict the channel designing and choice. Accordingly, the channel manager should recognize, estimate and make decision to the channel designing and choices in accordance with the existing situations. In the establishment and running of marketing channels, the managements for marketing channels play important roles. The managements for marketing channels include establishment and maintaining of relations for channels, decrease of channels conflicts, strong control for marketing channels, motivation for channel members and fluent channel communication.