Research On The Optimization Of LOW-E Glass Marketing Channel Of AC Company

Since 2011, AC company has gradually shifted its main business from CRT to float glass and LOW-E energy-saving glass. In detail, CRT industry belongs to the electronic glass industry, which needs high technology and abundant capital. Enterprises of this kind are always in large or medium size. In China most of them use the direct-selling model, except that overseas customers have agents. However, LOW-E energy-saving glass and float glass mainly belong to the construction industry. With a low threshold, enterprises of this kind are mostly smaller than those of CRT. As the manufacturers sell the goods through the distributors, marketing channels play an important role in sales process. Compared with CRT industry, its marketing model and marketing channel have a significant change.In recent years, due to the increasingly growing market demand of LOW-E energy-saving glass and the forecast to the development of energy-efficient buildings, the productivity of LOW-E glass has been expanding rapidly. Just within three years, LOW-E glass market changed from the relative balance of supply and demand into severe over-productivity, from the brand effect to severe homogeneity competition, from the high-end market to the mass market, becoming more sensitive to the price. Those market features ask for adjusting and optimising marketing channels. And the increasingly fierce market competition requires the manufacturers to build a more scientific system of marketing channels, based on their own characteristics and future development orientation.Guided by the relevant theories of marketing channel optimisation, the paper took AC company’s LOW-E glass as the research object, analysed the influence factors, status quo and existing problems of its marketing channels. In terms of those existing problems, this paper put forward the goal of marketing channel optimisation, offered some suggestions for optimising the channels in the perspectives of structure and management, and compared the performance of before and after.This study suggested that AC company should continuously explore suitable marketing channels, and optimise the channels in its structure and management, striving for a bigger advantage in the channel competition. In fact, AC company adopted this paper’s suggestions and applied them in its channel innovation work, the performance of marketing channels did improve to a certain degree. Therefore, enterprises similar to AC company can also use those suggestions as reference.However, the paper still has such limitations as the analysis isn’t systematically enough, the research method isn’t creative enough, and some problems still cannot be effectively solved.