Research On The Integrated Marketing Channel Of GS (China) Company

The marketing environment of china is witnessing most rapid changes, meanwhile, the increased strength of marketing competition claimed enterprises management must be deep — going and delicate, further more, the enierprises of china must enhance the controlled degree in marketing resources.As more important resource — marketing channel, it will be followed with interest by enterprise.This paper introduces internal and foreign marketing theory, channel theory, channel integration theory in brief, then discusses its developing trend overall. Taking GS company as background, analyses GS company's marketing environment and marketing chances.Meanwhile, taking foreign research results of marketing channel and channel theory, channel integration theory as reference, researches GS company's marketing channel, then discusses its noticeable problems of marketing channel design and integration, the volume is composed of four parts.Part one:this part analyses the necessity of integrated marketing channel after an inquiry into its backgrounds, causes, theoretical bases and etc.Part two:this part focusing on the problems of GS company's marketing channel, this paper mainly analyses the necessity of integrated marketing channel and probes into its way in the light of the tendency of channel's strategy, based on the researches of Chinese and Western specialistPart three:this part first put forward a model of integrated marketing channel, second it analyses the control power between the members, finally, it put forward the solution from the point of product, relation between the members, price system, regulation of communication and etc.Part four:this part analyses the sequence of integrated marketing channel, suggests the method to evaluate it.