The Modern Enterprise Marketing Pattern Research

The marketing channel is an entire set mutually depending on for existence, to urge the product either the service smoothly being used or at the expense. The marketing channel decision-making will be the most important decision-making which the business management stratification plane will be near, the channel which the company will choose directly affects possess- es other marketing decisions-making. Company's fixed price is decided by its use of the large-scale/high grade dealer, or the medium size/medium quality dealer. Company's sales promotion strength is decided by the training and the encouragement to dealer. Company's advertisement decision-making is decided by the channel is unimpeded or not, as well as how the channel and does consumer's ditch make a concerted effort; etc.In presently was being in current distribution realm transformation time today, The market marketing channel broke through the traditional pattern and type which was composed by the producer, the wholesaler, the retail merchant and the consumer. As a result, the majority of small scale, the scattered traditional channel declines, the new wholesaler and the retail merchant like chain-like, scale intensive farming and so on special permission alliance large -scale circulation business started to rise, simultaneously specialized flowed the business high speed development. The marketing environment's huge change, inevitably causes the enterprise marketing channel's turbulence and conflict.This article take studying how does the modern enterprise to establish themost suitable marketing channel pattern as a master line, and try to detail this as following three aspects. One, obtained from the marketing channel essential factor, elaborated the marketing channel pattern determining factor, then has promulgated the necessity as well as the main form which the modern vertical marketing channel produced. Two, to the modern vertical marketing channel's four kind of main forms, namely "the corporate vertical integration channel", "administrated vertical channel", "contractual vertical channel" and "outsourcing", from the theory basis, the channel characteristic, the organization way, the existence question and so on, has variously conducted the system research and auxiliary by concrete case. Three, carried on the analysis, the appraisal, the comparison to four kind of vertical marketing channels pattern, trying to provide the reference and the model when the modern enterprise suits its own characteristic channel. This is also where the present paper significance is.