营销渠道设计对企业的销售是非常关键的。企业产品进入市场初期,是要自己销售

团队还是通过代理商来销售,怎样才是合适的营销渠道,使得交易成本更低、更有效率

的实现。

本文遵循提出问题、分析问题、解决问题的思路,通过对P公司将要遇到的各个产

品阶段的特点进行研究,并通过与资深代理商和销售人员进行有针对性的访谈,进一步

说明对渠道设计的必要性。在此基础上,结合市场营销渠道理论,交易成本理论以及个

人工作实践,本着科学有效性、可操作性的原则,针对产品的生命周期的各个阶段为公

司的营销战略提供可行的建议。

关键词:银浆,中国区业务,营销渠道设计

Abstract

S. Korea P Co., Ltd. was established in Oct. 2012,its main product is silver paste. The

company plans to promote its product synchronized in both S. Korea and China. Silver paste

is a conductive material of touch screen.

The author entrusted by the company in charge of product sales in China area. Now sales

work is facing some problems such as sales strategy (brand promotion,keep up with the

latest technique, completes marketing, business expansion and localization),market

positioning, product strategy, price strategy, marketing mode, promotion strategy and so on.

There are already several brands of silver paste on the present market, as a market follower, it

is impossible to apply product differentiation strategy or technique advantage, and the price

advantage will soon disappear with the fierce competition. How does Pcm achieve a certain

market share in the intensive market competition

An excellent performed company not only requires good products and competitive price,

but also needs suitable sales mode to send information rapidly to potential customers to

promote sales. To choose cultivating and developing distributors to establish a sound and

powerful network, let distributors stands on the first line; or to choose recruiting and

cultivating its own sales team to achieve sales goals And how to choose the suitable sales

mode is the core of setting long-term sales strategy to P company.

This paper follows the thought of detect, analyze and resolve problem,though analysis

on characteristics of each phase of product life cycle that P company will encounter, and by

means of targeted interviews with senior agents and sales representatives to further illustrate

the necessity of channel design. On this basis, combining the marketing channel theory,

transaction cost theory and my personal working experience,based on the principle of

scientific validity and maneuverability, to provide feasible suggestions to the marketing

strategy targeted on each phase of product life cycle.

Key words: silver paste,Chinese market development,marketing channel design