The Research Of BS For Regulating Strategy Of Sales Channel In China

This thesis investigates the current situation of BS’sales channel in China market. BS is the leading manufacturer of circuit protection products. By analysis of the circumstance BS is facing in the circuit protection products industry and competition status, we try to look for the problems BS is facing. After the evaluation about the main problems of BS and existing, we find it’s time for BS to regulate its sales channel mode. If BS wants to continue to be successful in China, an efficient, controllable and flexible sales system is necessary for BS to satisfy various customers.After considering some key factors about channel and the background of BS’s sales channel in China, we raise a new sales channel mode for China market to meet various requirements from customers. The new sales channel mode includes direct-market channel, traditional distributor channel, in-depth distributor channel. It would be more agile to fulfill the requests coming from customers.In order to realize the regulation of sales channel mode, we raise the strategy which is helpful to make the change smooth. Under new channel structure, we take local management as rule, in-depth distribution as measure and try to improve the distributor management. By using local management, the company can optimize customer resource management, standardize procedure and set up promotion & monitor system which help company to avoid chaos price system and other out-of–control status, then put the sales channel in right way. On the other hand, by using in-depth distribution mode under which sales person are encouraged to contact end customers, we can strengthen the relationship with end customers and improve the key customer resources management, control the margin of distributors, understand customer and market well and take the leading position in circuit protection products market.It’s vital for electronics components manufacturers to set up a suitable sales distribution mode that relates to further survival and development in the tough competitive market. The company development will be impacted by the mode of sales channel, the selection of distributors. In this paper, by using channel management theoretic and linking to current status of BS company sales channel, we make the proposals to optimize the current sales channel. I really hope it can be of help for the domestic or foreign electronics components manufacturers may be in the same sales channel puzzle.