Study On The Designing And Reconstructing Of Marketing Channels And Their Improving On Management Of LD Company

With the being deepened extent of China's economic reform and its opening to the outside world, the economy in China has experienced fast development, which has already changed from shortage economic era to surplus economic era. Especially after China's accession to WTO, the market competition becomes particularly fiercer than ever; various kinds of competitive methods are effective and efficient. So it is very difficult for enterprises to continuously obtain and compete for their advantages. Then, tremendous focus has been concentrated on the marketing channel, and paying close attention to retailing terminal becomes the present fashion words in the marketing circle. The aggravated competition, combined by the dramatic changes in retailing forms and the market structure, gives domestic enterprises generally tremendous impulse to reform and positive exploration on the traditional channel modes. However, a lot of enterprises, especially numerous medium and small-scale manufacturers of fast consumer goods, not only lack theories and skills to design their marketing channel scientifically, but also feel at a loss as to what to do in the games with their channel members. It is under the background mentioned above that several problems on marketing channel are studied in this paper.LD Company, a domestic professional cosmetics manufacturer, is the subject understudy in this paper. By business administrative theories such as marketing and professional marketing channel management, with my investigation on LD and personal working experience, LD's problems on its marketing channel are analyzed positively. It is studied how to design and reconstruct the LD's marketing channel and how to implement channel as a project, and a series scientific procedures and methods of the channel designing and reconstructing are summarized systematically. These procedures and methods can be used as a series scientific analyzing frames and operating guidance on the management of channel implementing, offering instructive and feasible examples and models on channel improving for LD and eventhe similar fast consumer goods enterprises. It is practically meaningful to instruct the repeating channel improving by scientific examples both theoretically and practically.The outstanding feature and value of this paper lie in the concrete application of the disparity theory of the channel. It is summarized and concluded the methods of how to apply disparity analysis of the channel in channel improving. Firstly, the marketing environment of LD Company is analyzed in the first section, including trade competition situation and channel changes. In the second section, the internal environment of the enterprise, including manage limitation and case study on channels. Based on the frame of designing and reconstructing of the channel construction and analysis on management improving, the methods and procedures of disparity analyzing are abstracted out, which is the focus of the third section. Also in the third section, the disparities of both the demanding and supplying sides and the reasons causing the gap between them in channel are analyzed though comparing the channel service output with channel costs in the objective segmented market; though analyzing of the limitation on environment and management, the improving direction and goals are established and the measures to narrowing the gap are proposed, which are used to guide and set up the advised reconstruction plan of channel designing; finally, it is made the suggested schemes to improve the management in channel implementing though setting up the principles, standards and evaluating methods for choosing channel members and analyzing the desires of distributing retailers and causes of conflicts.