Product Life Cycle And Choice Of Channel Policy

In marketing practice, the marketing managers often feel out of place about which kind of marketing channels should be constructed and how to manage marketing channels when product goes through the stages of product life cycle, Obviously people in marketing practice focus on how to adjust channels extremely to adapt for the stages of product life cycle, In marketing theory, scholars also have strong interest in the research on the relationship between product life cycle and marketing channels, But, to our regrets, the research in the two domains is isolated and doesn't find out the mechanism between product life cycle and the policies of marketing channels, so the conclusions of policies of marketing channels in the different stages of product life cycle are results of empiric , not of logic.To solve the problem, this dissertation tries to find out the logical process between product life cycle and the policies of marketing channels so that we can get the principles and methods to analyze the policies of different stages of product life cycle: getting an equilibrium between consumer behavior and competitor behavior. On the base of these principles and methods or the logical process, we provide some general policies of marketing channels for people in marketing practice to refer to. This dissertation has six sections. Introductory introduces ces the background, objective, methods, theory bases and limit of research; the First chapter is simple review on the theories and models; the Second chapter is the analysis of the basic aspects of marketing channels, including channels structure, channels' behaviors and the effect on the both ,which comes from the computer information system; the Third chapter provides a mechanism of policies' choice of marketing channels; the Forth chapter provides some policies conclusions; the final section simply criticizes this dissertation, including contributions, defects ect. and points out the future direction of research.