CAMIQI Co Marketing Channels Research

By means of reviewing those practical means and measures that are adopted in managing and building up marketing channels by multinational corporation, and by connecting to my work experience, the text could supply with some suggestions or advices to these same field enterprise, especially in the aspect of international marketing channels. This is the basic purpose of the text.So, in general, the text did not mainly discuss or develop the channels theory and design, neither talk over those channels structure details in all of ages, nor review the channels strategy at the overall and strategic view. As the former section mentioned, the text emphasizes practical and direct means and measures in channels administration. In some words, the text is far from a encyclopedia, at most be entitled a special topic. However, at nowadays though our national enterprisers are very perfect in channels theory research, a little poor in practicing channels administration. Therefore, I think these applied and effective means should be suggestive for our practice.The text is organized into 5 sections. Each section is designed to stand on its own and associate with each other. The Section 1 summarized the research goal,object and methods . The Section 2 glimpsed the marketing channels theory in structure, included in its definition, symptom, function, usual structure analysis, etc.The most important is Section 3, at first it introduces the CAMIQY Co from 3 levels, that is international, national and Kunming Regional Office. Secondly it reviews the competitive environment and discuss it. Then it analyzes the actualchannel structure and type in CAMIQY China. And then, it describes in detail CAMIQY China how to choose those dealers and how to make channel implementation and performance measurement. Lastly, it reveals those conflict and problems existed in organization and relatively supply with some suggestion.The Section 4 overviews Caterpillar Co, the leader of the field. The Section 5 reviews the opportunity and challenge which occurred inside and outside the organization.In general, because of the characteristics of my job, the text must have some shortage, localization and limitation, such as have not enough strategic altitude and plenty theory, the field and specialty limitation. So that please each reader must be take care of this aspect. AcknowledgmentsMany people have deeply influenced the structure and content of the text. I appreciates the contributions of a distinct set of people. At first, I should be thankful for my wife, Guo Lan, without her support and help me kindly all the time, the text could not have been done.And then, the text is also dedicated to Professor Li Fuhai, my supervisor, who have been giving me so many suggestion and help.Finally, I am grateful to my classmates and workmates, who supply with many good ideas and datas. Without their efforts, I could not have written the text.