Study On Distribution Channel Design On The Basis Of Marketing Flow

The changes of environment have many effects on the structure of marketing channel and the relationships of channel members. The channel goes to more flat. At the same time, the relationship of channel members has readjusted. The extensive utilization of new channels also causes the channel evolution. How to integrate all the channel members is the main point we study. The paper analyses the distribution channel from the aspect of marketing flow. Distribution channel can be seen as sets of interdependent organizations involved in the process of marketing flow. In the paper, we divide the marketing flow into five processes and choose the right channel in each process to design a matrix channel. First,based on the analysis of the traditional channel and review of channel design theory abroad and at home,the paper presents a framework of the whole paper. Then the paper mainly discusses the distribution channel design theory based on the marketing flow. Next, based on the factor that influence and constrain the channel design, the paper designs a matrix channel.In addition,the paper introduces a case to prove the frame.