Analysis Of Distribution Companies's Marketing Strategy

During the process of IT industry products deliver to the consumer from the original manufacturer, the distribution is the main sales model. As more and more enterprises are aware of the importance of integrated marketing, the share of marketing distribution is increasing gradually. Marketing led the company's strategy, mission and goals. Marketing strategy content includes:product is for what kind of customer, how do we know the potential demand for the following customers; we will provide what kind of products and services, how to set prices; distribution market, channel development and management, how to spread the company's brand and image etc.The research object is Company S which is a distributor of IT products. In the distribution chain, it has a key role in connecting link. In this paper, a variety of strategic analysis tools and strategies, marketing management theory of the internal and external environment analysis, SWOT matrix model by constructing an analysis of existing problems and the strategy of the enterprise level and is given according to the actual situation of enterprises supporting the implementation of practical and concrete measures.This paper introduces the industry PEST analysis of the macro environment, including policy, economic, society and technical aspects of markets. On the economic situation and the "12th Five-Year" Plan the content analysis, combined with the existing technology development and social needs of the situation and found that in the current macro environment there is a huge IT industry development. Then the external environment of the Company S analysis shows that enterprises in the IT distribution industry, opportunities and threats should be on the existing at one time. Then, from the enterprise's internal situation, analyzes the status of Company S in the industry, organizational structure, technical expertise, service network, logistics, corporate culture, the advantages and disadvantages. Internal and external environment on the analysis, the use of SWOT matrix analysis method to determine the enterprise development strategy. Meanwhile, for the successful implementation of the chosen strategy, given the appropriate support measures, including the accumulation and enhance the competitiveness of product portfolio model to enhance the level of technology and service companies to increase rewards program, systematic human resource development, fostering cohesive healthy corporate culture and risk management, strengthening financial management. The conclusion of the full text of this article do summarized, the conclusion may be a reference to the IT distribution business.