Hilit China Power Tool Sales Channel Optimization Strategy

This paper aims to study the multinational enterprise's sales channel strategy in China Power Tool industry, through deep study of the marketing and sales strategy of China subsidiary of Hilti Group, the global electric tool industry leading enterprise, to analysis marketing and sales strategy from different multinational enterprise in power tools industry.Through analysis external market environment, internal management and organization, history of business, and then find out the root cause of the problem of Hilti sales channel is that the confliction between multinational enterprise's organization culture and character of China market. According to the marketing and channel management theory and organizational behavior theory, using SWOT analysis and causal analysis, based on the facts of the situation, to make the creation of new sales channel model, and relative implement solution and evaluation methods, to solve the channel problem of Hilti China in Power Tool industry.Through this paper we can know that any enterprise who want to open subsidiary in other countries, whose subsidiary should not only to study the local market, distributors, customers, competitors, but also pay more attention on that the successful experience from the parent company, they should use suitable strategy which can mix the character of local market and its own advantage.