Marketing Channel Strategy In Hunan Of Bei-jia Company's Articles For Babies

As the first generation of only-child born in initial stage of reform and opening-up enters child-bearing age , China begins to have a peak of child-bearing of a new generation . This means a brand-new large market of baby articles will take shape. Relevant experts point out that industries of baby articles will be a new economic light spot in China, making the starting investment on infant products quite appropriate. Complying with development of society, Bei-jia Company threw themselves into distribution trade of baby articles in 2003 and has already begun to form quite a large scale after nearly two years of development. But its sales amount is stagnating now and it faces the predicament that the channel efficiency of marketing dereased. As a selling type of enterprise, how to improve the channel efficiency of marketing and how to form the unique marketing channel advantage are of realistic and vital importance for Bei-jia Company.In the foundation of theoretical research of the marketing channel at home and abroad of this field, the author first analyzes current situation of marketing channel for Bei-jia Company through the interview and investigation method, and finds the current problems existing in its marketing channel as well as the key issue which has influenced the performance channel of Bei-jia company by using ISM and AHP method of system engineering. Then, the author puts forward the necessity to redesign marketing channe of Bei-jia Company through analyzing Bei-jia Company's domestic and foreign environment. Later, the weight method is used to appraise and choose the length of irrigation ditch of marketing and the factor analytic approach method for the width of irrigation ditch of marketing .As for channel members' choice, the principles, standard and methods for selection are provided for the original channel members . Meanwhile, new channel members are found out and established. Finally, in light of actual conditions, the author brings about concrete measures to guarantee the implementation of new marketing strategies for Bei-jia Company's channels..For distribution enterprises , there is not much application in reality of research in such respect as how to set up one's own marketing channel and form the competitive edge. It is comprehensive thinking for the first time by this company. The author hopes that the implementation of distribution channels provided by this article can help Bei-jia Company to acquire and improve the channel efficiency of marketing and produces one's own key competitiveness.