Study On The Construction And Management Mechanism Of The Alliance Of Z Enterprise Group Monopolized Marketing Channel

Sea Curiosa trade is a rising trade .Sea curiosa is delicious, nutritious, high quality, so people favor it very much. Producing and engaging in the trade, giving service for people wants and needs on sea curiosa are Wise Choices. Sea Curiosa trade market prospect is good. The trade possesses large profit and output rising space.Because the trade development is in the initial period and market economy system construction is late, in addition, marketing theory application and execution fails to come out on time in many enterprises, at present, Z Enterprise Group, as a leading enterprise in Sea Curiosa trade also exits profit space deficiency, market operating is not matching market competition.Z Enterprise Group decide start blue step project, diagnose enterprise current situation, and build marketing mode accordance with market regular to make new advancement. In particular, channel building is the most important.Not strong and effective channel, not considerable profit. So far, Z Enterprise Group has not realized channel control strongly and effectively, so channel building and management is necessary .Building and forming the Alliance of Monopolized Marketing Channel is necessary step that contributes to raising market share.This paper, focuses on the construction and management mechanism of the Alliance of Monopolized Marketing Channel, makes research which aims directly at Z Enterprise Group, and gives strategic suggestions. Chapter 1 gives background and aim of this research , corresponding definition and studying situation , meanwhile , takes the newideas of this paper. Chapter 2 takes Sea Cucumbers, products channel mode and ladder plan based on the analysis of channel situation .Chapter 3 finds root and source of theoperation Game Theory. Chapter 4 analyses the feasibility of the alliance construction, alliance construction, including monopolized concept, work division theory and including the market feasibility, earnings source mode and economy benefit analysis. Chapter 5 takes scheme focusing on the construction of 'hardware' and 'software' of the alliance. It includes the selections of business circle and store addresses, terminal building, and series of rules and regulations about the alliance. Chapter 6 takes the management mechanism involve in 6 directions: organization, strategy, culture, marketing, service, Fuzzy Evaluation model of performance and conflicts. Chapter 7 gives conclusion and makes look into future aim directly at the 3 directions which await research more.