Research On The Channel Balance Of Foreign Brand Under Distribution Circumstance In China

With the global economic integration, to conduct channel integration and customer segmentation become more and more important to enterprise's development .At the same time, the competitions between enterprises have promoted the development of foreign brands in China, thus the resources allocation of graphical expansion needs to be reassessed, the regional channels needs to be integrated and balanced, the marketing transferring model and marketing mix need to be established. Today china's consumer markets is more complex than any other countries, and the key part of delivering the products to consumers is channel, therefore the research on the balance operation of Chinese channel appears to be very important.This paper analyzed the hotspots within the channel from channel relationship,channel strategy and channel information areas.It analyzed the balance of channel strategy from enterprises products, sevvice and communication based on the research of channel authority. This paper also analyzed the balance of channel authority from definition, classification, reasons and results, it stated that the channel balance is the ideal states of relationship marketing.