A Study Of Marketing Channel Innovation Of Z Company

With the development of science and technology and the acceleration of economic integration and the improvement of enterprises'studying ability, the difference between the same kinds of products has become smaller more and more. The manufactures try to win the competition depending on the independent superiority of the product, which becomes more difficult now. On this background, as a kind of limited resource the marketing channel has become the focus contended for by most of manufactures. How to build the different channel superiority by innovating has become the task highly paid close attention to by decision makers. The thesis discusses the problem about marketing channel innovation of Z Company on the background of products similarity.The thesis mainly includes four parts.The preface briefly introduces the age background about channel innovation of Chinese enterprises. The second chapter reviews the basic theory basis of channel innovation from macroscopic angles. The theory basis includes channel strategy theory, supply chain management theory and business process reengineering theory. Then the chapter also sums up and analyses the following aspects of Chinese consumer goods enterprises: changing procedure of marketing channel, practical experience and the developing tendency of future channel innovation. The third chapter analyses the necessity of the company innovating marketing channel from itself point of view. The thesis thinks channel superiority has become the key factor deciding the success or failure of the company's competition and current channel system is troubled by four big contradictions, and competitors'innovation channel modes are showing the obvious superiority. So the channel system of Z Company must be reformed and innovated. The fourth chapter proposes the whole tentative ideas of channel innovation of the company. The thesis thinks Z Company should use the experience of civil enterprises for reference in the respect of channel innovation. It also should combine itself actual characteristics and focus on the goal of raising channel efficiency and enlarging channel covering, then conduct the reformation and innovation to current channel system and build flexible and longitudinal integration channel system. At the same time, the company must adhere to the following principle: channel flat, channel multivariate, channel specialization,customer guiding and in line with local conditions. At last, the thesis briefly discussed the problem about the efficacy releasing after channel innovating.