The Study Of Marketing Channel Reform Under New Economy Environment

At the dawn of new thousand-year new economy firstly entered on the stage of the word. It was paid close attention and thought as the first leading role of economy by thousands of people at once. Factually,it has been changing the traditional economy development basis of man society,which was not perceived by most people,meanwhile in recent years the rapid development and change of global economy has made us deeply feel a new economy time is coming. Under the new economy model new characteristics and rules of market run have made traditional management ideas,development strategies and management ways have to face grim challenges.As to traditional marketing channel,under new economy environment based on knowledge and information technology,and characterized by individuation,interaction and fast speed,enterprises have to directly face the problems such as how to cut down unreasonable marketing channel costs,how to establish the speediness mechanism of marketing channel,how to reasonably allocate rare profit between marketing channel members,how to transform push system of marketing channel into pull system,and so on. In order to cope with these problems,marketing channel has to be reformed immediately. Though most people have acknowledged this view,different person has different points on orientation and target of reform. Penman believes no matter what kind of effective marketing channel model should be set up no more than plan to establish a kind of frame that can as possible as effectively perform and integrate various marketing channel flows between customer,manufacturer and distributor. So under the direction of establishing the kind of analysis frame of marketing channel,penman set about the work from defining new economy firstly,then in detail analyzed the current situation of traditional marketing channel,the impacts and challenges that traditional marketing channel would be confronted with under the new economy environment,the target and the current of marketing channel reform and the difficulties that enterprises may meet in course of the reform. At last from three aspects (relationship between channel members,channel flow of marketing channel frame and distribution value chain) penman analyzed and discussed the frame. During the process besides the transaction cost theory of new institution economics,supply chain management theory,value chain and ECR theory also were widely cited as the theory basis of the frame. In addition,penman gave the demonstration of Legend Group to analyze the marketing channel reform course under the guide of the frame,and try to prove the frame is practicable in chapter 4. But the discusses of the three aspects just offered an analysis frame of marketing channel reform,so a great deal of detail content need to be further enriched and studied by myself and other scholars.