Manufacturer Perspective Of Marketing Channels, Competitive Strategy Research

Since the 21st century, environment of market competition has changed , and so many manufacturers has paid more attention to channel. it is one of problems to which they pay most attention how to make right strategy of channel competition When capability of channel competition has been improved .In research about channel, scholars only pay attention to inner of channel , but few make research of channel as a tool of competition from a whole. In this paper , author pioneers a new world of research and builds a whole system of research about strategy of channel competition. This paper makes up of two parts: one part, that is from chapter 3 to chapter 7, makes the research about the theory of strategy of competing in marketing channel, in order to construct a system about the research of the theory; the other , that include chapter 8 and 9,belongs to application and demonstration research , which is to prove the validity of the theory in guiding and analyzing practice of channel competition . In details , the paper makes the research about the following :(1) Analyzing channel environment . analyzing and evaluating the channel environment is basis and premise of making strategy of channel competition .Author defines the channel environment in both broad sense and narrow sense, analyzes its structure, and then ,by the dimension of uncertainty, analyzes influences of each part of the environment of channel competence and strategy of channel competition.(2) Improving the channel competence by strategic approach. Channel competence is base and premise of practicing attacking and safeguarding in channel. In the paper, author divides channel competence into"solid power"and"soft power", makes definitions of them , and then makes research of how to improve the competence. In improving channel solid power , author makes research from two ways of lowering channel costs and enhancing extent of channel differentiation; in improving channel soft power , author thinks that manufacturer should avoid and dispose channel conflicts, strengthen channel control and channel integration.(3) Strategy of channel attacking and safeguarding . Although channel competence is very strong , in order to taking good position in channel competition, manufacturer must make right strategy in attacking or safeguarding. In strategy of channel attacking , author analyzes the occasions and portals of channel attacking , and then makes research about its head-on strategies and tortuous strategies. In strategy of channel safeguarding , author analyzes the ways of manufacturer choosing and making certain objects and emphases of channel safeguarding , and makes research about setting up bulwarks of channel entrance, enhancing distributors'transforming costs and retaliating upon competitors .(4) Application and demonstration research. In application research , in base of main characters of Chinese manufacturer and channel environment , author analyzes of Chinese manufacturer how to rightly put the theory of channel competition strategy into Chinese practice of channel competition; in demonstration research , author analyzes channel competition practice of Chinese mobile telephone industry by the theory . Except above contents , in the beginning of the paper , author analyzes practical and theoretical senses of the research ,and summarizes and reviews the state of inner overseas research about the theory. In the end , author sum up the paper , and point up limitations of the paper and direction of future research.As a result of the paper , four creative conclusions has been produced:(1) Uncertainty of channel environment is one of the most overall indexes by which manufacturer analyze channel environment and it greatly influences improvement of capabiltiy of channel competition and making of strategy of channel competition.(2) Capability of channel competition is made up channel solid power and channel soft power. Manufacturer can improve channel solid power by lowering channel cost and increasing degree of channel differentiation , and improve channel soft power by avoiding and disposing channel conflicts, strengthening channel control and channel integration.(3)Manufacturer may attacks competitor by making and implementing head-on strategy and tortuous strategy. Supplying price, channel expense , distribution policy and client relationship are effective tools of manufacturer implementing channel attacking .And to tortuous strategy , it is the most important whether or not market demand can be started up.(4)Manufacturer can safeguard competitors'attacking By setting up bulwarks of channel entrance, enhancing distributors'transforming costs and retaliating upon competitors...