The Study Of Marketing Channel Of Future Cultural Co., Ltd

This article analyzes the problems in books marketing channels of the Future Cultural Development Co., Ltd in 2002 and makes out the marketing channels strategy of 2003.At the same time it gives marketing channels suggestions about 2004 through diagnose the disadvantages in 2003.The article includes four parts and nine chapters. Part one, including chapter 1,2,3, introduces the development history and present situation of Future Cultural Co.,Ltd., and its organization and development strategy. It also introduces the whole book industry situation including the status ,competition, channels, etc. It gives marketing channels strategy in 2003 via analyzing the problems of 2002.Part Two focuses on the "Channel management, control, service in 2003",including chapter 4,5,6. It includes process management, dealer management, inner department management. Especially it analyzes conflicts between the dealers and the Company, among the dealers. It suggests three methods which to control the dealers. They are regional depart policy, price policy and product line policy. And it gives good performance about how to serve the book dealers by the different departments of the company .Part Three, chapter 7 and 8 ,discusses the company books channel development trend over the following years. The background of the book industry will transfer and available channel marketing will be thought. In the end, suggestions are stated about the Future cultural Co. ,Ltd books channel transfer in 2004.Part Four , chapter 9, makes a summary about the Channel job made by the Marketing Strategy Group in 2003 and in 2004.