选择中间商和自建分销网:跨国公司增强市场控制力的捷径

Selecting Agent and Establishing Own Network: Shortcut of Transnational Corporations Strengthen Market Control Force

跨国公司可以通过中间商建立自己的分销网络,建立对国外市场的控制。为了扩大销售网和加强对分销渠道的控制,以便使公司业务和利润稳定,往往建立自己的海外销售机构。跨国公司在华企业的渠道控制策略就是强化竞争优势以适应复杂多变的环境;渠道控制转变为发展同中间商的长期伙伴关系;渠道控制强调服务。

Transnational corporation may establish own network through agent to control foreign market. They enlarge to sell net and reinforced binary sells channel control in order to make company＇s business and profit steady. They often establish own abroad distribution organization. The channel control strategy in China enterprise of transnational corporation is reinforced competitive advantage in order to meet complex changful environment. Channel control changes development into long - term partner relation with agent. Channel service insists service.