|
Marketing channels is transferred to the hands of consumers through channel products from producers in the hands. The four basic elements of marketing channels as marketing, link, links between producers and end-users focus on the construction business marketing strategy. Enterprises, in a buyer's market conditions, corporate survival and development process, even for a moment non-stop logistics, capital flow, information flow, business flow should be completed through marketing channels, in this case, the marketing channels has become the lifeblood of business, play forward to other resources in the enterprise irreplaceable important role. Hewlett-Packard innovation in marketing channels - depth marketing channel strategy has recognized the typical sense. Depth of Hewlett-Packard to develop a set of unique characteristics of the Chinese market for the company development and effective marketing channel strategy, and the most populous developing country in the PC market in China, the world's success confirms the marketing channel strategy strong vitality and competitiveness. Depth marketing channel strategy is the marketing manager of Hewlett-Packard Company under the guidance of the theory of marketing channels, through the process of long-term marketing practice, constantly sum up, constantly improve the formation of a is consistent with the characteristics of China's PC market, but also give full play to the core competitiveness of the Hewlett-Packard Company force advantage of the marketing channel strategy. The basic point of this marketing channel strategy is: organized efforts to establish long-term and stable strategic cooperative relations with dealers and customers, and business purpose, values, business philosophy to penetrate deep into the corporate culture of the dealers and customers , which control the terminal rolling nurture the development market, gain market competitive advantage, seizing the initiative in the market. Hewlett-Packard depth marketing channel strategy or a marketing channel strategy proved effective in practice. It is based on 4PS theory (product, price, place, promotion) is based on efficient use of 4CS (customer, cost, convenience, communication) and 4RS (related, reaction, relationship, return) theory, through the effective and efficient logistics, thoughtful and comprehensive service, strict market management to realize the depth of communication with customers, to establish a broad, solid compact relationship, brand loyalty maximization and control of the market, maximize competitiveness. Hewlett-Packard through the successful implementation of the strategy of the depth of marketing channels, distributors and sales terminals for effective management and control, rapid access to market information, the exact understanding of the flow state sales channels to enable enterprises to be able to accurately forecast sales more effectively ground with promotional resources, the implementation of a wide range of coverage to the market, and quickly occupied the market of its products. In this paper, a more in-depth study of the historical background of China Hewlett-Packard depth marketing channel strategy, enterprise reality, the theoretical basis of the process of practice, trying make profound interpretation and anatomy from both theoretical and practical aspects of this strategy, reveals its internal objective necessity and regularity, outlined in its essential features and practical essentials. This study will help the domestic home computer enterprise learning and learn from Hewlett-Packard marketing channel model, to further improve the domestic computer companies marketing channel management level and market competitiveness, and gradually narrow and multinational companies in the field of marketing. gap. In this paper, based on the depth of the HP home computer products marketing channel strategy theory and practice, elaborate pertinent that all the revelation of Hewlett-Packard strategy on two levels in the theory and practice of modern marketing channel management.
|