The Study On The Marketing Channel Integration Of SC Mobile Company

Marketing channel management is most important in the management of an enterprise since it serves to meet the greatest satisfaction of the terminal customers through the arrangement of time, space and resource. Building up one's own marketing channel is inevitable for an enterprise to send its products and service to its customers. Otherwise it can hardly exist or develop. However, this problem is quite obvious and urgent in some enterprises in our nation. A lack of relative experience and instruction lead them into trouble because their blind enlargement of channel net increased the cost.A Resolving Program on Integration Research is put forward in this thesis from an empirical research angle an analysis of the channel market environment and channel system of SC Mobile Company. With a combined discussion of the marketing channel theory home and aboard, as well as the newly development and tendency of the marketing channel Integration Theory.Three supporting devices is presented according to the market and channel system situation of SC Mobile Company. First, to make out a district market service supporting device on the basis of detailed classification of district market and district market theory, thus to optimize the marketing channel structure. Second, to make out a marketing channel levels management supporting device according to the adaptability among channel, market and products and a detailed classification of channel, thus to enhance the capability of product on marketing channel. Third, to perform a refined management of marketing service channel on the basis of a paradigmatic...