Strategy Of Marketing Channel Construction In Chinese Hewlett-Packard Co.Ltd

For PC manufacturers, exclusive stores, supermarkets and other retail terminals play a more and more important role in the capital flow, logistics and information flow. In recent years, all major brands such as Lenovo, HP, Dell, Acer, expand rapidly in exclusive shops, IT MALL stores and other chain systems, trying to build up its own channel model and architecture to enhance its shares.Meanwhile, with the emerge of e-commerce channels, such as Suning, Gome and Jingdong Mall,which compete actively through various means, how the PC companys expand the online sales, to enforce and balance the entity shop and network channels is a great challenge.The development, construction, management and support of retail channels test the wisdom and ability of manufactures. All members, including manufacturers, distributors and retailers, as a single economic interests, are undoubtedly in each game, to pursue their greatest interests. Retail members conflict inevitably in this process of pursuiting market share, profits and upstream resources.How to establish a stable channel structure, to have loyal channel members,and to build the most convenient and effective pathways between manufacturers and consumers,dominates others for manufacturers to improve their visibility and market share in the future.As the world’s largest PC maker, HP has a proud performance, created a brilliant history in global market. Ever since2007,HP has been in the lead of global PC markets for6consecutive years.The HP sales in China,had a peak of16.6%in the second quarter of2009,and then kept on falling down to5.3%in the fourth quarter of2011,behind Lenovo, Acer, Dell and Asus. According to the latest IDC data, in the third quarter of2012, HP China market share has risen two percentage points to7.3%, but still ranked fourth,lagging greatly its appearance in global markets.Despite the quality event once (20103.15event), whether HP has problems in channel mode and architecture, whether to adapt to future trends and requirements, whether to succeed to solve channel conflict and new entrants, have great significances for the settlement of the current problems and dealing with the future development. This paper takes Chinese HP current channel structure and members as the object, and discusses of the factors that may affect the existing problems and future development, and meantime refers to Lenovo, Dell and other competitors to build a better channel structure,solve the channel conflicts and have more professional, loyal and stable channel members, to achieve a better breakthrough in the Chinese market in the future.