The Marketing Channel Strategy Research Of Digital China Company

Late 20th century,IT industry in China began to rise,IT may be said a single spark can start a prairie fire,by the middle of the twentieth century,the rapid rise of IT industry,has brought China’s economic and social earth-shaking changes,the IT industry in China for over 20 years of development,made a lot of manufacturers,distributors,agents,by the rise of IT industry trend and hone,grow up quickly,find the profit model in the IT industry chain,find the most suitable for their own position,in China,almost all of IT industry’s leading is international brand,with the opening up of the WTO to enter China,so to promote the IT product circulation,rapid rise with logistics and capital advantage of distributors,they set up their own deck vendors,bearing the channel,the refinement of management,make the product smoothly by the manufacturer to the end user,however,with the diversified development of products and channel,market competition is increasingly fierce.China’s IT market initiative gradual transition from the seller to the buyer,the original distributor has the advantages of economies of scale and capital logistics,don’t say points a piece of cake in the market is very difficult,even its own survival is facing the crisis,can be said to be the industry development to a certain stage to reshuffle,is the industry’s barriers have been broken,the interests of the distributors chain gradually collapse,so how to strengthen their own advantages,distributors to how to strengthen the core of channel management and innovation,and determines their future will be lost in this.The paper takes Digital China Corp as an example,based on the current fierce market competition,from the perspective of channel management,the macro micro environment,and the enterprise’s own situation,use PEST analysis to find out the real problems facing the enterprises in the transition period.