The Research Of Bausch&Lomb For Integrating Distribution Channel

It is traditional and classic distribution channel model that commodities send to ultimate consumer from manufacturer through merchant middleman, agent middleman or distributors at present. But this model becomes defective more and more today. In the field of high profit and nontransparent structure, channel conflict and iniquity are existent far and wide. And the most important thing is distributors hold the all marketing information and ultimate consumer resource, so it is a potential risk for all manufacturers.A company named Bausch&Lomb who is specialized in ophthalmic devices in China is in the face of the same question. But this channel model is unable to change immediately because of the current economic situation of China. So the target of the thesis is to study how to integrate the distribution channel for Bausch&Lomb. The core of this thesis is to deal with the channel problem through supply chain management theory not the traditional marketing theory.Firstly, this thesis expounds the related theory, including Supply Chain, Distribution Channel and Supply Chain Management Platform. And author lays a strong emphasis on the study of the corresponding definition and operation model.Secondly, this thesis investigates the current situation of the distribution channel for Bausch&Lomb. At present, Bausch&Lomb sell their products to hospital through distributors. And after the analysis of strength and weakness, the viewpoint is given that it is impossible to change the current model of marketing channel, but Bausch&Lomb can integrate the information from whole marketing channel base on supply chain management.Thirdly, this thesis introduces a new idea produced by author which is to establish a supply chain platform base on internet to deal with the...