The Analysis Of Marketing Channels For Haefely AG In China

With China’s rapid economic development and the prosperity of the global manufacturing industry in China, more and more foreign companies turn their attention to the Chinese market. Haefely AG followed these trends, entered and developed in China in the1980s. It has achieved a lot in the Chinese sales market after over30years development. But with the expansion of the market demand and the changes of competitive environment, some shortcomings have appeared in its management of marketing channels in China. This article contains the purpose and significance of the thesis writing, as well as the analysis of the concept and several models of marketing channels through the exploration of its theories. In combination with the relative theories, the article analyzes its current marketing channels in China, including the introduction of Haefely AG and its products, industry development analysis and competitor analysis, identifying problems and causes through the analysis of its current marketing channels, and to optimize it in accordance with the principles and objectives of the designed channels, making it suitable for the new market environment. The content includes the selection and management of the agents, the establishment of the direct sales model and e-commerce platform, the reasonable allocation of human resources, more training, inter sectored cooperation and the management of customers relationship, all of which will contribute to improve marketing channels of Haefely AG in China. This article has practical value in its performance growth in China for Haefely AG, as well as a guiding role in the optimization of marketing channels for industrial testing instruments in the future.