Research On The Necessity And Approach Of Integrated Marketing Channel

Focusing on the problems of the marketing channel, this paper mainly analyses the necessity of integrated marketing channel and probes into its way in the light of the tendency of channel抯 strategy, based on the researches of Chinese and Western specialist .the volume is composed of four parts. Part one: this part offers a definition of integrated marketing channel and analyses its essential feature. Part two: this part analyses the necessity of integrated marketing channel after an inquiry into its backgrounds, causes, theoretical bases and etc. It use the Game Theory to analyse the conflict and cooperation between the channel members. Part three: this part first put forward a model of integrated marketing channel , second it analyses the control power between the members ,finally, it put forward the solution from the point of physical distribution , relation between the members ,price system, regulation of communication and etc. Part four: this part analyses the function of integrated marketing channel , suggests the method to evaluate it.