A Study On The Relationship Between Manufacturer And Intermediary In Marketing Channel

The changes of environment including economy, technology and social culture have many effects on the structure of marketing channel and the relationships of channel members .All these changes have led to the reallocation of power, profit and information between channel members .At the same time, the relationship of channel members has readjusted in order to adapt to the environmental change .During the transition of inner mechanisms of channel system, the conflict becomes more and more obvious, resulting in the malfunction of channel operation .Therefore, it is realistically instructive to seeking for solutions to establish new system of relationship based on the point of development .As for it ,this thesis selects the most representative channel relationship between manufacturer and intermediary as studying object. Targeted in finding the most economics and effective way in channel operation , this thesis analyzes three main aspects of channel member decision ,such as the establishment, maintenance and evaluation of channel relationship .Beginning with the concept of the channel system, this thesis analyzes the necessary functions of intermediary as an output of social division of labor, which points out the importance and inevitability of analyzing the relationships between manufacturers and intermediaries . After that ,the thesis studies the establishing procedure of channel relationship and propose three principles of cooperative channel relationship. Moreover ,this thesis sets up a strategic system of selection of cooperative channel member, which includes the analysis of manufacturer's channel power .In the next part ,the thesis demonstrates the channel relationship maintenance through the research of profit allocation and incentive in marketing channel, provides a solution of profit allocation based on the correction of resource input ,and discusses the effects and ways of manufacture's incentive in intermediaries .Finally ,the thesis studies the performance measurement of channel member in terms of both manufacturers and intermediaries .In this section, intermediary satisfaction is selected as one of important evaluating factors in manufacturer's channel performance. At the end of this thesis , a case of channel member management in KeLon is discussed...