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A Study on Marketing Channel Strategies for Electronic Companies

In: Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022)

Author

Listed:
  • Ying Zhou Mungia

    (New York University)

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.

Suggested Citation

  • Ying Zhou Mungia, 2023. "A Study on Marketing Channel Strategies for Electronic Companies," Advances in Economics, Business and Management Research, in: Vilas Gaikar & Min Hou & Sikandar Ali Qalati (ed.), Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022), pages 31-36, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-054-1_5
    DOI: 10.2991/978-94-6463-054-1_5
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