Research In Marketing Channel Adjustment Of Kodak Health Imaging Products In Sichuan Area

The superiority of marketing channel will greatly impact the performance of an enterprise due to more and more crucial competition environment. So how to develop an effective channel becomes an realistic problem that so many enterprise must face.Although the marketing channel adjustment has been mentioned in so many marketing theories till now, there's no any concrete method of adjustment has been set up yet. Based on the combination of the current marketing theory regarding to decision-making of distribution channel and author's personal experience, author creates a procedure on the ideal channel designing, and then comes to an integrate solution to existent channel's adjustment. The channel adjustment, the improvement of marketing channel quality, and the current problem-solving can be fulfilled by four steps-designing ideal channel, comparing differences between ideal channel and current channel, making compromised channel plan and using existing problems to double-check the plan. Author thinks that the adjustment on channel structure is only a part of the whole task, the channel management still needs to be emphasized afterwards.This thesis takes Kodak Health Imaging market in Sichuan province as an example. First of all, the thesis introduces the whole market situation in Sichuan province, the background of Kodak company, the product portfolio of Kodak Health Imaging, the economic situation, the customer information of Sichuan area, and the competitor's distribution channel. Then the author analyzes the features of Sichuan market problems in existent channel. The thesis identifies the defects of the existent channel, and then makes an adjustment to Kodak channel and consequently gets a compromised channel framework by applying the new method created by author. The channel adjustment work is efficiently completed only when the new set channel proved to be able to solve or ease most existent problems. Finally, author provides some concrete methods for channel management.