A Study Of Constructing Marketing Channel Of VO Company Based On Supply Chain Management

Nowadays, with the improvement of Chinese living standard, more and more cosmetics are in demand, cosmetics market in China has much room to develop. However, marketing channel of some cosmetics enterprises hinder their own development and need to be improved. Marketing channel is the important part of marketing, which is characterized by slowly established process, uneasy to change and hard to control. Therefore, it is very important to study marketing channel. Enterprises have to construct marketing channel in a new way because traditional ways of constructing marketing channel are challenged by the way of constructing marketing channel based on supply chain management. The paper takes VO as studying example. First, the paper briefs features and superiority of marketing channel on the basis of supply chain management. Second, analyzes the situation of Chinese cosmetics industry, the market developing future and the trend of marketing channel as well as the developing situation of marketing channel of international cosmetics companies on the basis of supply chain management. Third, analyzes the existed problems of marketing channel of VO company and the reasons that result to these problems, after discussing VO's competitive strategy, SCM strategy and factors that will influence on marketing channel, the plan about how to construct VO marketing channel is put forward on the basis of supply chain management. At last, introduces the course of implementing plan and the effect.