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A Study on Marketing Channels of High-tech Enterprise in China

Author: FuWenFei
Tutor: WangQiDong
School: Ningbo University
Course: Business management
Keywords: High-tech enterprise Marketing channels Channel selecting Channel patterns
CLC: F274
Type: Master's thesis
Year: 2009
Downloads: 21
Quote: 0
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Abstract


Advancement of information science and technology has made the high-tech sector a driving force behind economic growth and global competition. High-tech enterprise is the important basis of developing high-tech industry, the fresh troops to readjust the industrial structure and enhance competitiveness of country, occupying a very important strategic position in economic developing in china. Along with the rapid development of high-tech enterprise, how to have a high-tech product open up new markets quickly, have become a common difficulty in high-tech enterprise marketing, and how to select the correct marketing channel for high-tech enterprise is the key to solve this difficulty.This paper focuses on the marketing channels of high-tech enterprise in our country. It is divided into four parts.Chapter one introduces marketing channel and the related theory. This chapter introduces the theory of high-tech enterprise firstly. Then explain the theory of the structure and style of the marketing channels and so on, which provide theoretical preparation and support for the analysis in the latter chapters.Chapter two introduces the character of high-tech enterprise firstly, and with the Lenovo as a case to sum up the evolutive process of Chinese high-tech enterprise marketing channel model, then generalize the actuality of Chinese high-tech enterprise marketing channel model, and analysis there are about three problem in Chinese high-tech enterprise marketing channels: high channel cost, lack of the channel professionals, channel efficiency improves existed obstacles.Chapter three, as the focus of the thesis, emphasizes on high-tech enterprises’choice of marketing channel mode. It Study the Chinese present marketing channel modes (multi-level and direct models). It also analyzes its structural features and makes a comparison between multi levels mode and direct mode, establishing modes for high-tech enterprises marketing channel and analyzing respectively different enterprises’favorable channels.Chapter four, employing the channels to analyze modes, and taking Ningbo shangong center of structural monitoring & control Engineering Co., Ltd, verifies marketing channel modes.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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