Casio Electronic Dictionaries Stp Marketing And Channel Strategy Analysis

Ever since CASIO had brought his first products-electronic calculator entered in China in 1990's, CASIO brand has became more familiar with Chinese people .Famous for his products'quality and design CASIO continue brings the new products to china market. CASIO electronic dictionary was one of them. Since CASIO electronic dictionary was launched market on March 2005, it still used old distribution Channel to sold which CASIO electronic calculator had.With the rapid economic growth in recent years, China has become the largest and most potential market in Asia Pacific region. The distribution channel is now experiencing a huge innovation along with the economic innovation. By replacing the old State-owned Department Store Company and Supply& Distribution Society, the private companies have become the major dealer and agency of distribution channel.With several years'accumulated capital and experience, these intermediaries are stronger and stronger, which is always pushing CASIO to make improvement and innovation for the current distribution channel.The thesis basis on marketing management and channel management theory discussed problem on STP marketing and distribution channel rebuild of CASIO electronic dictionary products.Firstly, the paper gives the brief introduction about the CASIO CO. the feather of CASIO electronic dictionary products and the electronic dictionary market environment of china.Secondly, we analyzed the products market position and designed marketing strategic around the CASIO electronic dictionary, those are basis on a lot of date we had colleted. At the same time we made a research about consumer's behavior.After that we give a clear analysis on CASIO distribution channel and find out what's kind of problem exist now.Finally, facing on the situation we designed new distribution channel and the internal organization structure, which can make company became more effectively. At the same time after new distribution channel built, the conflict in the new environment and maintain solid trust foundation system between the brand holder and the dealer are also very important, in the final of paper we had given some advice.