Study On The Integration And Innovation Of Marketing Channels In China's Furniture Industry

Along with economic globalization and the globalization of the network, competition in the furniture industry is more and more competitive.Nowadays,most furniture manufacturers in China still adopt the traditional marketing strategy, which is single-direction,indirect and multi-hierarchy. It is not only difficult to meet the various and individual customers needs, but also prevent enterprises from following the market needs. In the marketing strategies of 4P, price, product and promotion are difficult to maintain a sustainable competitive in business. Marketing channels(which is equivalented to place) have been aroused concern of businesses and academics, because the integration and innovation of marketing channel can improve the competitive advantage.In the thesis, we analyze the status quo of marketing channels in China's furniture industry, including the overall pattern of the furniture industry, the main mode of marketing channels, and the characteristics and environment of marketing channels. On the base of these analysizes,we summed up five aspects of issues which existed in marketing channel of China's furniture industry. These issues inclued terminal inadequate management, channel conflict and so on. Aimed to each issue ,we propose the corresponding countermeasures and suggestions.Then we study the integration of marketing channels in China's furniture industry. Channel integration, which viewed as a system, contain all the marketing channels of industrial chain. We apply the system of theory and method to find the optimal solution of this system. From four aspects of marketing channel structure,marketing channel relationship, marketing channel flow and marketing channel's terminal control,we study the significance, methods and processes of the marketing integration in China's furniture industry.At the end of the thesis, we study the innovation models of marketing channel,which inclued networked marketing model of fruniture and reverse marketing channel model. Compared with traditional marketing channels, the networked marketing model have eight competitive advantage such as lower distribution costs ,lower product cost of sales, and meet the individual needs of consumers. Experiential marketing is an example of netwroked marketing model. Based on the 4C integrated strategy (customer, cost, convenience, communication), we study the mode of reverse marketing channel management and operation. Finally we propose design ideas of reverse marketing channel model to china's furniture industry.