Research On Marketing Channel Innovations Of Enterprise

China has a closer connection with the world market after entering into WTO (World Trade Organization). Chinese enterprises, which haven't adapted themselves to the market regulations, will have to face the immediate competition from international enterprises that have decades or even a hundred years marketing experience. Chinese enterprises must carry out innovative marketing strategies to face the challenge of economic globalization. It is the only way for them to win in the fierce competitions and strengthen themselves. Among the innovations, the strengthening of marketing channel is very important, which has been a breakthrough for modern enterprises to compete globally. Building marketing channel is a sticking point for first-rank enterprises to expand and occupy the market. An enterprise will control the market if it has a powerful marketing network. At present, there hasn't any systematic research on marketing channel in China. So the research on the theory and application of marketing channel innovations is challenging and valuable, and it is useful for Chinese enterprises to enhance their abilities for international competition.Starting with the concept, structure, function, effect and flow, this thesis analyzed the essential cause, inner motivity, and exterior condition of the marketing channel innovations. Then the innovations on marketing channel, such as structure, middleman, conflict management, relationship management and logistics, are emphasized. In the following, the performance of the marketing channel is analyzed quantitatively. The last part is about the application of marketing channel innovations in the enterprise.This thesis has three traits as following.Firstly, the content is new. The research on marketing channel has lasted for more than thirty years in foreign countries. But the research and application in China has just begun, and the theory and method is infantile. In the thesis, someaspects of the marketing channel innovations are analyzed systematically, which makes the thesis has something new at present.Secondly, qualitative analysis and quantitative analysis are combined in this thesis. The evaluation index system for middlemen's performance is made, and the evaluation of fuzzy indexes is solved by fuzzy theory and data envelopment analysis.Thirdly, the theory is applied in the enterprise. The application of the theory guides the enterprise and develops itself.