The Choice Analysis Of Enterprises' Distribution Channel

With the establishment and improvement of the market economic system of our country, having steady and efficient distribution channel is a key factor of successful market competition. However, many enterprises have been using traditional channel mode, which is too much intermediate process and cause the asymmetric information between enterprises and consumers. The traditional mode of distribution channel hasn't been fit to market economic system. On the other hand, more and more consumers like hankering convenient, rapid and individual services. Thus, it is urgent to solve the problem of finding a suitable channel for enterprises, when maximizing benefits and satisfying consumers simultaneously. Therefore, qualitative analysis and quantitative analysis are combined in this thesis to discuss choosing distribution channel. Hope to help the enterprises find a suitable distribution mode, when confronting fierce competition, so as to improve their efficiency and benefit and enhance enterprise competition ability.Firstly, the relevant conception, flow, function and sort about distribution channel are introduced. The uppermost problem of indirect distribution channel is put forward, that is serious asymmetric information between enterprises and consumers. While direct selling having the features of experiential marketing can reduce the extent of asymmetric information but exists limitations. Secondly, a game's model is built to analyze the problem of best strategy combinations, in order to reduce the extent of asymmetric information. Research indicates that if the probability of purchase chosen by consumers more than the rate of channel cost and the price dispersion of products under both two channels, enterprises will choose direct channel, otherwise they would like to choose indirect channel. Thirdly, a financial analysis is made to distribution channel from four quantitative means, which are marketing share rate, the rate of marketing charge and sale, financial resource and channel control and financial rate. Finally, taking Amway for example, a demonstration analysis is made to discuss the reason for choosing direct selling from channel build, game analysis,...