The Design and Management of Marketing Channels in Mainland China: A Case Study of Personal Computer Industry

• Main Authors: Chun-Han Zhang, 張春漢
• Other Authors: Wan-Ru Su
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/92707655531333737521

碩士 === 元智大學 === 管理研究所 === 90 === ABSTRACT With 1.3 billion population and the fastest growth mometum in the PC & related pheripherals, Mainland China is no wonder the most attractive market for almost all over the world. It will be very possible that China will become the 2nd largest PC market between 2003-2004. However, with price erotion and strong competition of local brand vendors, it is said that all the price in world will have to ‘converge’ to ‘Chinese price’ if the merchandise intend to be successful. This research is based on an in-deepth case study of a Taiwanese IT(information technology) company, who invest in a variety of field in China. The channel marketing is on it’s way of transformation, from distribution network to system integrator, from dealer to VAR(value-added reseller), from product oriented to service oriented. How to realize a sophisticated channel strategy covering different factors as: Channel intensity, channel control, push and pull model for the marketing communications. All of these effort has to focus in solidifying channel network and improve its competitiveness. Embeddedness and optimize the channel will plan an important role in this topic.