| The marketing environment of china is witnessing most rapid changes, meanwhile, the increased strength of marketing competition claimed enterprises management must be deep-going and delicate, further more, the enterprises of china must enhance the controlled degree in marketing resources. As more important resource-marketing channel, it will be followed with interest by enterprise.Shaanxi Aerospace Power Co., Ltd was initiated and registered with Xi'an High and New Tech industry Development Zone in December of 1999 by some of the core units of aerospace industry in this country. Because of the establishing background, project characteristic, operation management and company strategic deter minded the importance, necessity of marketing channel design and integration.This paper introduces internal and foreign marketing theory, channel theory, channel integration theory in brief, then discusses its developing trend overall. Taking Shaanxi Aerospace Power Company as background, analyses Shaanxi Aerospace Power company's marketing environment and marketing chances. Meanwhile, taking foreign research results of marketing channel and channel theory, channel integration theory as reference, researches Shaanxi Aerospace Power company's marketing channel, then discusses its noticeable problems of marketing channel design and integration. By using principal component analysis of multi-variant statistics, the mathematic model for marketable channels assessment of Shaanxi Aerospace Power company is presented. By this way the design and integration object can be selected and the marketing channel of Shaanxi Aerospace Power company can be researched quantitatively. Based on this, the paper puts forward some marketing channel models, some models are conductive to the channel manager in channel design. Taking channel integration theory, the optimum integration plan can be designed in being practical and realistic. At last, by using this plan, the satisfied outcome can be acquired. |
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