The Establishment And Evaluation Of Overseas Marketing Channels For SUNNADA

Facing the economic globalization, the establishment and management of an efficient marketing channels overseas has become a key to all telecom equipment manufacturers to enhance competitiveness in international markets, explore how to design, management, control and evaluation of overseas channels scientificly has become an important issue. SUNN AD A as a major force in the communications equipment industry, has obtained a broader market space and work overseas, and it is committed to develop and build overseas marketing channels, some experience would be a reference to some other Chinese enterprises.This paper based on Sunnada Corp, integrated use of strategy, marketing and other related knowledge, relying on channel structure, channel design, channel strategies and other related theories, analyzing the characteristics of the communication equipment industry marketing channels, China case basis overseas marketing communications equipment manufacturers, points out the urgency to perfect the Sunnada overseas marketing channels; based on the analysis of the company’s overseas channels ternary build external environment (general environment and task environment), the internal environment (strengths and disadvantage), propose the overseas marketing strategy, clear the functional objectives channels, overseas channels model construction and management solutions; Finally, this paper applying the analysis method of fuzzy mathematics, from five aspects such as the financial achievements, channel security, customer satisfaction, competitive effects and innovative development carried out multi—level, multi—factors and multi—objective design and appraisal to the marketing channel’s achievements indicator system to quantify it, in order to provide target—oriented reference for marketing channel’s improvement and management decision. Therefore, we can draw the following conclusions:I The overseas marketing of Chinese enterprises should pay attention to the "whole channel concept" to be successful.II SUNNADA’s overseas marketing channel mode strategy should be in certain market coverage,continue to pursue the largest degree of channel control,or in a certain degree of channel control continue to maximize market coverage.III SUNNADA’s overseas marketing channel structure should not noly include the internal governance of Overseas Division, direct-type model marketing channel such as e-commerce platform,agents, system integrators, bundled sales of domestic suppliers which contact outside the Division of SUNNADA and end customer, but also abroad offices, agents and other agent-type marketing channel mode.