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Research On Marketing Channel Pattern Innovation

Posted on:2004-01-23Degree:MasterType:Thesis
Country:ChinaCandidate:J ShiFull Text:PDF
GTID:2156360092981825Subject:Business management
Abstract/Summary:PDF Full Text Request
With the establishment and improvement of the market economic system of our country, the intense market competition and powerful technical innovation make the sale channel become more important. Also more and more enterprises just realize the importance of marketing channel gradually, and promote the sale channel management to the strategic level. However, as to the marketing channel, what the most enterprises take are the traditional way of management and the pattern of the channel. It is urgent to solve the problem of the developing tendency, the realization of the innovation and what role the member act of the channel. The major research of this paper is the innovation problem of the selling channel.The article divides into five parts totally. The chapter one is introduction, including the research intention and background. The second chapter has introduced the basic theory of the channel to summarize the function, feature and the basic concept of marketing channel. The following is the key part of the paper. The third chapter has narrated the traditional channel pattern and its evolution and the marketing channel pattern of Chinese enterprises. The patterns include traditional pattern, vertical channel pattern, horizontal channel pattern and multi-channel pattern. The case introduced the channel pattern of Chinese domestic appliance. The fourth chapter narrates the innovation pattern of marketing channel, and summarizes the direct channel, co-operational channel, call center and Internet channel pattern. The fifth part discusses the method for marketing channel pattern innovation, which is called integration management. The marketing channel integration management includes strategy management, customer service management and distributor management. The integration methods are integration with traditional channel, integration with call center channel and integration with Internet channel.
Keywords/Search Tags:marketing, marketing channel, pattern, innovation, integration
PDF Full Text Request
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