Research On Distribution Channel Management

Since 1980s there have been some significant changes in the area of distribution channels. Meanwhile, facing the rapid changing marketing and the fierce competition, many corporations broke the traditional notion and enhanced the system planning and management of distribution channels by adopting new concepts, new means and new technology. For instance, the integration and innovation of distribution channels, analysis and disposition of value chain of distribution channels, and strategic distribution alliance are becoming powerful weapons for more and more enterprises to take possession of the marketing share, to increase their profits and to build and develop the advantage of their core competition as well.To make a through analysis to distribution channels, this thesis consists of 8 chapters:(1) Introduction, which concerns the significance of distribution channels research, the status of the relative research home and abroad, and the purpose and method of doing the research in this paper.(2) The basic theories of distribution channels, especially the concepts, functions and several basic structures of distribution channels.(3) The planning of distribution channels. In this section, the author analyses the system surroundings, strategic planning and the procedure of the planning. Meanwhile, the author makes brief introduction to several organizing styles of distribution channels.(4) Management and control of distribution channels. It discusses the characteristics of management and the measures of controlling the distribution channels.(5) The sales policies of distribution channels. It focuses on the framework of channel alliance and the policies of sharing the market, the prices and the district distributions and so on.(6) Evaluation of distribution channels. It deals with its operation state, evaluation of the channel members. It also comments on the ways of developing and perfecting distribution channels.(7) Distribution channels and the management of supplying chains. It is devoted to the "bullwhip effect" and the measures to handle it. Furthermore, some styles of no-channel marketing are also involved in this chapter.(8) In this part, the author presents the case study of distribution channels of mobile industry in China.