A Study On The Distribution Channel Management In The Environment Of Supply Chain

Distribution channel is the important part of marketing, which has the nature of slow-establish process, long-term efficiency and unsureness of control. Therefore, the study on distribution channel is important. At present, the study of distribution channel has mostly concentrated on conflict management, control system, cost and financial problems in sole distribution channel. There has no study on distribution channel in the environment of supply chain until now.This paper begins with the analysis of problems in traditional distribution channel, and then comes up with distribution channel management pattern in supply chain environment. Compared with traditional channel, the channel based on supply chain pays more attention on the cooperation between manufacture and distributer and among distributers. In this paper, as an important part of supply chain, distribution channel accelerates benign channel cycle and circulate efficiently by the way of logistics, service and information communication. This paper use systemic antilogy and supply chain strategy to study distribution channel in supply chain environment. The paper elaborates from three aspects: strategy formulating, channel selecting and channel management, which use the ways of systemic analysis, demonstrational analysis and comparing analysis. Game analysis, conflict management, incentive mechanism and channel evaluation and adjustment are included in channel management. The analysis integrates qualitative analysis with quantitative analysis and use fussy comprehensive decision method and game model. At last, the distribution channel management of Shanhaiguan Beer Company is used as case study.