A Study on Marketing Channel Strategies for Electronic Companies

Ying Zhou Mungia ()
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Ying Zhou Mungia: New York University

A chapter in Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022), 2023, pp 31-36 from Springer

Abstract: 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.

Keywords: Marketing channel; Channel design; Electronic companies (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-054-1_5

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DOI: 10.2991/978-94-6463-054-1_5

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