Garment Enterprise Marketing Channel Model Analysing And Selecting

Garment and garment consuming have their own characteristics, also, the elements and characteristics of the garment marketing channel are diverse and confused, so, the selecting and establishing of marketing channel become a complicated work. A lot of garment enterprises are confused and passive. Through the defining, decomposing, assembling, analyzing and comparing of marketing channel model, the author's purpose is to give garment enterprises guidance to establish an select marketing channel model.The main contents of this thesis are the analyzing and selecting of garment marketing channel model. Firstly, the author summarize and analyze the characteristics of garment consumption, present the definition of marketing channel model, "adaptation", and present the elements of marketing channel model. Based on the practice of garment marketing and Philip Kotler's basic marketing theory, the author divided garment marketing channel into four elements: channel member, channel level, and the number of channel member. The four elements are classifiable. After re-classifying them, the thesis relate their own characteristics, performance of channel function, and their own adaptation. Here, the adaptation mean: which element do match the specific garment product, brand and marketing condition in order to distributing garment products efficiently and effectively.Because the number of channel element's varieties is above ten, and so many different elements can be selected and assembled into many kinds of channel models, seemly, establishing a suitable marketing channel model is impossible. But, in fact, there are only five kinds of channel models, which are basic, are practical. To meet with the needs in marketing practice, based on above analysis and summary about channel elements, author's attention is concentrated on the five models'characteristics, key point of operation, advantage and disadvantage. Especially, detailed analysis and summary about the five models' adaptation are given: which model do match specific garment product, garment brand and garment enterprise which have their own characteristics and marketing condition.At last, a garment enterprise is selected as case, through analyzing and retailing it's products, brand' condition, it's marketing channel's strength and weaknesses, a lot of problem are found. But, after a innovation to old marketing channel, the garment enterprise revive and make a great benefit.