Research Of The Influence Of Key External Elements On The Tendency Of The Dual Channels Choosing

As the carrier of marketing behaviors, marketing channels burdens the responsibility of fulfilling the movement of commodities from manufacturers to consumers. They play a very important role for a firm to survive in the complicated competition environment. We can say that when the product, price and the advertisement are increasingly homogeneously today, the design of the channel has already become one of the important sources for the firm to obtain competition advantage. And a key problem in the channel design is the choice of the channel models between the vertical integration channel and the independent distribution channel or both.Most scholars have carried out a lot of researches on whether adopting vertical integration channel or independent channel in choosing channel, which have gained much systematic theory. Nevertheless researches on the dual channels are fewer. Thus the author considers the studying of the dual channels choosing is essential and significant.This paper studies the tendency of the dual channels choosing in the industry market by the demonstration research. Firstly this paper has described the background and the meanings of the research. Secondly the relevant theories of the channel have been explained, especially the theory of determining the channel structure and the empirical research of the channels choosing, and find the breakthrough point of the thesis, that based on the transaction cost economics to consider the choice of the channel channels from the external environment elements. Then the paper proposes five assumptions regarding the dual channels choosing. Finally the paper proves the assumptions, including the design of the questionnaire, data collection and data analysis.The results indicate that dual channels model cannot be accepted because of its high costs in general. However, under certain environment, it is efficient to adopt the dual channels, for example in the high diverse market, high uncertain channel environment, fierce competition among manufacturers, high growth market. At the same time, the result shows when the customer buying behavior is changing, it is expensive and unwise to adopt the dual channels model.