Research On Marketing Channel Integration Based On Special Market Area Of YB Branch SC Mobile Co.,Ltd

Within the fast-moving market environment with more and more fierce competition, companies therefore have to work even harder and deeper, to consistently enhance its controllability on the market resources. Thus, as one of the most important market resources, distribution channel is bound to be the focus of every company.This essay briefly explains the evolvements of both foreign and national marketing theory, distribution theory, channel integration reasonability. A city mobile branch companies is taken as an example. After analysis of the company' s area marketing environment, market opportunity as well as the current channel situation faced, here we refer to the achievements of both foreign and national marketing channel research; research into the design and management of marketing channel under various markets; Integrate the whole solution by bringing service and channel resources into the same system. By doing all above to insure the mobile company' s 'Double Leadership in service & business'marketing strategy workable within its channel.The essay consist of 4 parts, the first part is to introduce the research background and research methodology (in chapter 1 and 2 respectively; the second part i. e. chapter 3 is the explanation of the company' s current channel development and analysis; lastly the third part includes chapter 4, 5 and 6, illustrating in detail about the idea and implanted solutions of channel integration.