Study On Introducing A New Project In Chain Distribution Channel

With the rapid development of market economy, the competition environment and rivals of a company have changed profoundly. In a large chain distribution channels enterprise, how to effectively introduce a new project in the existing distribution channel has some certain rules.In this paper, the author analyzed the channel resources and channel structures of a audio-visual chain distribution enterprise both in quantitative and qualitative way .Based on strategic alliance win-win and game theory, the paper gives the careful analysis of the individual characteristics of every operating segments in the chain distribution channel and induces various aspects conforms to the common economic rules,it summarizes effective channel characteristics of various operating links matching with business in order to introduce a new project which can maximize combine existing channel advantages and play the role of existing channel resources.The paper mainly expounds how to select a new project in chain of distribution channel, summarizes the new project filter conditions, channel resources and new project matching method. From the study of theoretical research, it was concluded that the general selection method should be taken when introducing a new projects in distribution channel, shandong av enterprise introduced a new project and made the obvious effect based on this method, Therefore, the general selection method is an effective method for a general economic activities in all kinds of chain of distribution channels, and it has practical significance.