The Research On Marketing Channels Investigation And Suggestion Of Shanghai Bangda Enterprise

Industrial electrical is one of the earliest industries of Chinese opening.After joining WTO,there is more intense competition in the domestic market.Meanwhile,Chinese enterprises could take this advantage to expand the exportation of oversea market.However,a number of enterprise product differences are no longer able to help companies obtain a competitive advantage no matter in domestic or oversea market.Building marketing channel has already become one of the most important decisions that the enterprises need to face under such competitive environment.Construction of marketing channels has become a business model for enterprises innovation,seek leapfrog development.Enterprises should choose their own sales channels according to their product mix and channel characteristics,so as to maximize product sales that the companies could grow rapidly.Based on marketing channel theory,with the reality with Shanghai Bangda Enterprise,this paper analyses the marketing channel from both direct and distribution channel.Then,this paper conducted a survey on the Shanghai Bangda Enterprise marketing channels problems that exist in industrial marketing channel.Finally,the paper with Banda's case put forward targeted marketing channel management proposals and concrete measures.This paper aims to provide the correct direction,strategies and references on planning the management strategy for enterprises based on the research of the construction of management channel of Shanghai Bangda Enterprise.All these will make the enterprises fit into the marketing rules,and fully use the sources of the marketing home and abroad,which will provide supports for further development of enterprises.