Study On Management Science Theories And Methods Of Marketing Channel

With the changing of the market competition, it is necessary for enterprises to work more deeply and particularly to improve their capacity of controlling the market. As one of the most important resources, the marketing channel and its integrity become the focuses of enterprise. The Core of the marketing channel theory gradually moves from efficiency and benefit to power and conflict, then to relationship and network. In this paper, the scientific management theories and methods are the main studies of this paper. First the development and revolution of the marketing management are demonstrated, and then the main questions such as information technology benefit allocation, converse selling and logistics management are researched. On the base of these studies, the system of the resource distribution and plan was set up. At last, the marketing channel strategies of foreign companies in China are discussed through case studies. This paper is very valuable as not only important theories but also good consultant to marketing management.Firstly, the information technology supporting system is concluded and summarized, and the application of the information technology is discussed from the following three points in sales management activities: the main technology methodology application, the network management tools and the digital warehouse technology application.Secondly, three different types of marketing channel systems are introduced, and the channel partners'inventory benefit is analyzed according to the diverse channel systems. And then based on multi-person-cooperation system, the benefit allocation model in information sharing but non-cooperation marketing channel system is set up by adaptingτvalue method.Thirdly, the thinking mode and core value of the reverse marketing are studied, and the behavior characters of the consumers to strengthen their initiative in converse selling activities are analyzed. Based on above studies, the opinion of the reverse marketing is raised so as to reversely design the sales channel. Finally the detail operation model of the reverse marketing is set up in the marketing channel management activities.Fourthly, the paper analyzed the reasons to make the distribution network information through the management confusion and information requirement of the distribution network. Based on the above analyses, The DRP system solution scheme is designed to address the internal roots and raise the management solution according to the external behaviors. And then, the objectives of the corporation DRP system are formed. Lastly through case study, one corporation's distribution resource plan is described, and the point is highlighted that BPR should be gradually operated when one corporation executing DRP system.