Research On MN CO. Channel Strategy In China

With the development of science and technology, enterprises have accelerated the pace of globalization, the industry is also increasingly fierce competition at the same time. In the industrial field, when enterprises are hindering the development of performance or stagnant dilemma, most of the enterprises need through optimization and innovation to their marketing channel system and then walk out the predicament.Marketing channel development is the key to the company’s development for industrial sectors.Compared with the ordinary consumer goods marketing, industrial goods marketing development later and also not so much scholars study them.This paper first introduces the concept of the marketing and the industrial marketing channel,point out the three kinds of theories of marketing channels and summarizes the the latest theories in recent years;Germany MACHEREY-NAGEL, Inc.(hereinafter referred to as MN company) is a century-old company with equipment manufacture,it has a high degree of market acceptance in the environmental testing industry. MN Shanghai company was established14years, but it sales has been stagnant in recent years. This paper just use MN Shanghai Company as the case,Analyze its environment testing industry and detailed introduction to the company channel’s development in China market; Pointed out and analysis the marketing channel problem; Finally, give the company some marketing channel optimization. Though these can help MN company to improve the performance and get rid of the plight of the current sales. In addition, this paper also hopes to give some help to other enterprises who have the similar problems.