East Bridge Of Marketing Channel Strategy Research

With the development of Chinese market, and the accession of WTO, building ceramics enterprises, as one of Chinese traditional industry, are facing changes from both inside and outsides. Many of them have to redesign their strategy because of the intense of competition. And with the scramble of the resources of market, the control of channels of distribution has become more and more important to both merchants and manufacturers. With the help of general principles and the studying approaches of Strategic Management, together with the consideration of specific enterprise, the author made a careful analysis and study on the problems of channels of distribution within building ceramics industry. At the same time, theoretically and practically analyzed the control, management and maintenance of the channels of distribution, and the relationship between the strategy of channel of distribution, brand, and CI, as well as advertisement and promotion .From the view of strategy of channels of distribution, and furthermore, the whole marketing strategy, the healthy development of channels of distribution is far more important than the temporary increase on sales. Suitable channels of distribution should be designed and constructed according to its products, and should be controlled and maintained as well. That is the one of the most important strategy of enterprises, which will be helpful in surviving from the fierce competition.At the same time, channels of distribution should be fully paid attention to and properly managed, in order to increase the potential value of the enterprises.