Research On The Innovation Mechanism Of The Marketing Chanel Management

The marketing channel is a bridge to connect enterprises with markets, a media to join products with customers and a path to realize customer value and corporate value. As early as the 50s of the last century, marketing theories pointed that the marketing channel is an elementary factor of the marketing mix. The economic globalization and knowledge-intensity make the market competition more cruel and place enterprises before challenges from both domestic and foreign opponents. As the global market and global factory form, the problems like product assimilating, profit averaging and promotion duplicating stand out day by day. It is becoming increasingly difficult to gain sustained competitive superiority just through product, price and promotion strategies, which strengthens the importance of channel construction and channel management innovation in marketing management.Enterprises of developed countries are carrying on channel reform and innovation to open and occupy more and bigger markets. Meanwhile, the marketing channel management in most Chinese enterprises stays still in the phase of traditional management. They are often defeated by transnational corporations because of brand weakness and channel failure.Based on the economics, modern management science, marketing science as well as innovation theories, by means of integrating theories with practices, qualitative analysis with quantitative analysis and normative research with empirical research, the thesis unfolds its research as follows:(1) Research on the theories of channel management innovationBased on reviewing and summarizing the evolution of channel formation, development and reforms, it defines the connotation and characteristics of channel, channel management and channel management innovation. It systematically analyzes the background and dynamics of channel management innovation and then puts forward the channel management innovation system based on managerial chain integration as well as its basic operational pattern. Thereby it frames the theoretical and methodological system of channel management innovation.(2) Research on the operational mechanism of channel management innovation Pivoting on channel relationship innovation, channel design and structure innovation and channel tactic innovation, it profoundly analyzes the limitations of traditional channel management and then puts forward the target, method and route of channel relationship innovation, channel design and structure innovation and channel tactic innovation. It also points out the inter-relationship and interactivity of different innovation parts as well as the system integration mechanism. By game model, it analyzes the tactics of channel members to deal with conflicts.(3) Research on channel management performance assessmentAimed at the deficiencies of the current research on channel management performance assessment, to reform traditional assessing indexes of overestimating economic benefits while underestimating social benefits, valuing assessment of individuals while belittling assessment of the total channel, overrating short-term benefits while underrating development potentials, it designs the assessment index system made up of operational satisfaction, economic benefits, social benefits and competitive superiority and development potentials. Moreover, it establishes a comprehensive assessment model consisting of AHP, Delphi and the linear weighting method of multi-target decision. Meanwhile, it empirically tests the scientificalness, applicability and maneuverability of the channel performance assessment system.(4) Empirical researchIt applies channel innovation cases of domestic and foreign enterprises like Dell, Ruijie, summarizing and appraising their experiences to verify the guidance of the channel innovation theory.The research mentioned above is hopefully intended to broaden channel innovation theory and help enterprises with their channel construction.