The Research Of Marketing Chain

Marketing chain, marketing flu and marketing power are the three basic issues in the research of marketing engineering . As one of the most important divisions, the research of marketing chain has very far-reaching influence to the whole research of marketing engineering.The dissertation offers the basic defination of marketing chain through the analysis of the marketing enviroment of contempory enterprises, on the basis of which , the author explains the chararistics , the meaning and the consisting parts of marketing chain. Then , the author compares the marketing chain with the value chain, the supply chain , the distribution chain etc. and discusses in detail how to construct the marketing chain. Finally , the author offers many concrete ways to manage the marketing chain.The whole thesis consists of five parts. In the first part, the author explains the marketing enviroment of the enterprises and then points out that the research of marketing chain is inevitabe and necessary. In the second part, the article discusses the defination and the characteristics of marketing chain .offers the four basic goals of the run of marketing chain and appraises the meanings of the research about marketing chain. The third part is the comparising research of marketing chain and the other chains. In this part, the value chain , the supply chain ,the distribution chain etc. are introduced , then , the author compares the marketing chain with them , on the basis of which, thearticle makes very clear the similarities and differences between maketing chain and the other chains mentioned above. The forth part talks about the construction of marketing chain. In the very beginning, the author points out the issues which influence the construction of marketing chain. Through the analysis of those issues , the article then explains the guiding ways to construct marketing chain. Then the article goes to discuss in detail how to construct the general marketing chain and how to construct the marketing chain on the basis of different consumers , different productions and different flus. In the last part, the author suggests many useful ways to tighten the management of marketing chain.