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Abstract

After the reform and opening-up, the economy of China has grown with a high-developed momentum. China has become one indivisible part of the global economy. More and more foreign enterprises have been entering the Chinese market. They develop their dealers, establish marketing channels, sell their own products and enlarge the gained market so that they could achieve the goal of their enterprises. In this process, distributors have played a more and more important role. It has become a key factor of enterprises’ success whether they can explore and administer marketing channels effectively. Foreign enterprises are not familiar with the environment of Chinese market, especially the small medium foreign enterprises. Because of the scale and limitation of their ability, unlike the large-scaled foreign enterprises, they cannot put into numerous materials to research when they enter the Chinese market. They could not be well-prepared for their exploration and administration of their marketing channels. It could be a hindrance for their entrance into China. However, there is little research about small medium foreign enterprises’ exploring and administering marketing channels in China in the present theoretical documents.This paper will try researching the topic deeply on small medium foreign enterprises’ exploring and administering marketing channels in China. I’d like to choose representative small medium enterprise, TTC Company of American Electronic Equipment Industry, as the research object, through the method of Case Study Researches. I will have a deep investigation that how TTC Company could explore and administer marketing channels in China. I will present that how TTC Company analyze the market environment, current situation of the industry and make a strategic decision with its own actual situation. In the process of channels development, I will analyze how TTC Company decide the channel structure, design selective criteria of channel members, set offices and select channel members. As to the selected channel members, I will expound the main management measures of channel encouragement, channel leading and control, channel conflict, channel communication and channel performance management.In the final part, I will sum up the case study research carried out, raise a structure model about small medium foreign enterprises’ entrance into Chinese market and raise some useful conclusion to this model. Meanwhile, I would like to put forward some suggestion in order that foreign enterprises could borrow ideas when they explore and administer marketing channels in China.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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TTC in China marketing channels to build research

Abstract

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