Research On A Company Marketing Channel

Product R&D and marketing are gaining more and more importance to business operation. Marketing, particularly, concerns businesses the most. Having appropriate marketing channels or not is a direct factor to whether a business can survive in competition. A Solar Heater Company is one of the largest companies with a rather long history in the industry in China. However, as the competition in the solar heater industry becomes more intense, the old marketing network of A is dragging itself into crises gradually. With its high-center structure, A’s marketing channel is not able to fit with sales terminals accurately. In consideration of the huge demand in the vast rural market of China, A needs to improve its marketing channels. In addition, the old model of channels cannot bring about enough competitive power; therefore, it is necessary to re-design and re-build the whole system of marketing channels.This Paper gives an introduction to current status of research done by experts and scholars both in China and abroad at first, outlines relevant theories about marketing channels, and explores current characteristics and status of the solar heater industry. It analyzes the current status and development trend of the solar heater industry, and the structure and current status of A’s marketing channels, especially main problems about channels that A faces. Then, it builds up and designs a new system of marketing channels from several aspects and based on A’s current conditions. Major aspects in consideration are A’s strategic planning, market demand, product characteristics and selection of dealers. The research shows that A should stick to consumer-centered, brand and market-oriented principles for the design or improvement of marketing channels. The concept that to make the dealers satisfied with excellent service should be used as another principle for designing or improving marketing channels. It is necessary to make right decisions on choosing appropriate structure of channel structures in different areas or markets, picking up appropriate channel members in accordance with certain conditions and standards, mainly in consideration of product marketing, profitability of A and dealers, as well as consumer’s convenience. A should enhance the level of channel management, trying to maintain a sound and healthy market condition and at the same time focusing on services for the dealers to make more profit, actively participating in and helping the dealers with channel management to get rich profits. A should also establish a mutually beneficial partnership with dealers and try the best to maintain the relationship.