Study On Marketing Channel Terminal Control And Evaluations Of Tobacco Industry

In the early stage of the marketing economy, commodities'demand exceeded supply, producers dominated the market because they could provide the sparse goods for the society. People always analyzed the channel system from the angle of producers. Today's market has changed. Commodities'supply exceeding demand makes customers to become the spare resource. The power of the channel system transferred from producers to retailers, especially the super markets, chain stores. They became"gatekeepers"of goods flowing to markets. Therefore, channel theories should be analyzed from the angle of marketing terminals.In the field of monopoly, due to its existence for several years, the producers of monopolistic commodities and middle retailers did not focus on the marketing terminals. They thought that goods were not related with them when they entered retail stores. It formed intense comparison to multinational companies who devoted themselves into marketing channel terminals. For the monopoly industry, entering WTO was opportunities, but challenges as well. The development of marketing transferred from the channel contests to channel terminal competitions. How to use the today's monopoly system to strengthen the channel terminal control is desiderate to be solved in the situation of China.First of all, after reading many references and understanding the channel theories in and out of China, the author concludes the research status. Then according to the features of monopoly industry, the channel control theories of monopolistic commodities are analyzed, and the variables of channel control reasons, system, and effect are summarized. Next, the channel control theories of the monopoly industry are applied to analyze the reasons of channel terminal control, taking the tobacco industry as an example. Game theories are also used to examine the convergence and channel conflict of the tobacco industry from the angle of economy. At the same time, the reasons of establishing the cooperation between producers and retailers are also dissected. Subsequently, with respect to the channel control theories, the evaluating index system of the marketing channel terminal control for the tobacco industry is built up through the group communications and direct interviews. An example is then...