The Case Study Of Challenges For CN Company's Cross-border Channel Management In U.S.

As a large manufacturing country,China has many productive enterprises with good manufacturing technology.Most of these productive enterprises are mainly OEM ones,without self-labelled brands and distribution channels,earn small profit from the industrial chain.Facing the rising cost of the production materials,the increasing labor cost and the fierce competition of international market,these OEM enterprises` production and development are under the great threat.By analyzing the case of CN furniture company acquired American DIA company,this paper aims at using the marketing channel theory to analyze how to activate and manage the international sales channels.It is a development strategy of Chinese manufacturing enterprises to manage the international channels.The paper is divided into six parts.The first part is background introduction.It is mainly about the introduction of CN company's M&A,the challenges of the cross-border channel management and the significance of this case study.The second part is literature review and relevant literature researches.The third part is the case description.This part presents the basic information of CN company and DIA company.And the detailed analysis of M&A and the after M&A channel management challenges will be revealed in this part.The fourth part is the case analysis.The main content is the analysis of the gap between the purpose of the M&A and realities,and problems in the after M&A channel management.And in the fifth part the author will provide suggestions on the cross-border channel management of CN company.Finally,the sixth part is conclusions and further studies.The conclusions of this paper:(1)The Chinese manufacturing enterprises acquire foreign enterprises to explore foreign market channels by activating the existing market channels and forming the dynamic channel flow.(2)To act the channel information function and set up the data analysis center,the analysis results are used to research and develop new products.(3)The fully usable of the channel functions establishes the close relationship with customers.