The Investigation On The Marketing Channel Mode Of Art Paper Of Gold East Paper

Marketing channel is an important source of enterprise's core competitive ability. Along with the intensified competition in art paper industry, the part paper producing enterprises carry on the competition in each link of supply chain. How to build a marketing channel mode with high efficiency that can help the enterprise to dispose the interior resources more efficiently, compared with other competitor, and thereby make the enterprise be at a more preponderant position in the market competition is the key point of art paper marketing decision.Gold East Paper (Jiangsu) Limited Company which holds nearly 53% market share is the biggest art paper producing enterprise in our country. Along with the production scale expansion and the competitor growth, its marketing work pressure gradually increases. In this thesis, I take the marketing channel mode of Gold East Paper (Jiangsu) Limited Company as research object and explore the new art paper marketing channel mode which provides the basis for the adjustment of Gold East Paper marketing channel and also some enlightenment for marketing channel innovation of art paper producing enterprises.By means of theoretical analysis method, comparative analysis method and theory union practice method, I make comprehensive analysis of the art paper market and present marketing channel mode, and propose that along with the change of market environment, the art paper market channel authority is shifting from producing enterprises to dealers, the center of gravity of art paper's marketing channel operation is descending, marketing channel is flattening, and channel construction is transforming to partner relationship. The innovation of this thesis mainly represents in three aspects: first, found out and summarized the present art paper marketing channel mode; second, predicted the development tendency of art paper marketing channel; third, designed the new marketing channel mode of Gold East Paper. The research of this thesis not only has good application value for the marketing work of Gold East Paper, but also has high reference value for the marketing channel construction of other art paper producing enterprises.This thesis is divided into five chapters. In the first chapter, I expatiate on the background and the significance of selecting this topic, the research idea and approach, and the innovation of the thesis. In the second chapter, I analyze the present situation of art paper marketing and marketing channel of art paper. In the third chapter, I give an introduction to the present marketing channel of Gold East Paper, analyze the achievement and problem in the present marketing channel mode of Gold East Paper, then propose the reason of transformation. In the forth chapter, according to the developing tendency of art paper marketing channel and present marketing situation of Gold East Paper, I have designed the marketing channel mode for Gold East Paper and make appraisal for the characteristic of the new mode. In the fifth chapter, I present the implementation plan and appraisal management measure for the new marketing channel mode of Gold East Paper.