A Study on Marketing Channel Strategies for Electronic Companies

DOI

10.2991/978-94-6463-054-1_5How to use a DOI?

Keywords

Marketing channel; Channel design; Electronic companies

Abstract

With the development of the economy and technology, people's demand for electronics is rising. Electronic companies need to make more efforts on channel strategies for marketing to maintain their competitiveness. However, companies face problems such as incomplete channel design and inaccurate positioning due to the single-channel design, unreasonable positioning methods, and disadvantages in channel members’ selection and performance appraisal. As a result, the electronic companies should optimise channel design to improve channel structure, clarify marketing channel positioning methods, strengthen channel members’ selection and control, and improve the performance appraisal system.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Ying Zhou Mungia
PY  - 2022
DA  - 2022/12/14
TI  - A Study on Marketing Channel Strategies for Electronic Companies
BT  - Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022)
PB  - Atlantis Press
SP  - 31
EP  - 36
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-054-1_5
DO  - 10.2991/978-94-6463-054-1_5
ID  - Mungia2022
ER  -