The Analysis Of System Dynamics On The Model Of Enterprise Sustainable Marketing Channel

With the establishment and improvement of the market economic system, the intense market competition makes the marketing channel more important. So paying much attention to the management of channel is the new weapon of enterprise. On the basis of analyzing the"Sustainable Theory", marketing channel management and the system dynamics, combining with the problem of the actual management, this thesis puts forward"Sustainable Marketing Channel"and analyses the marketing channel management thoroughly from three parts:First this thesis makes the general introduction of the theoretical research literature in this field, including the theory of Marketing Channel Management,"Sustainable"and the System Dynamics.Then, this thesis proposes the concept of"Sustainable Marketing Channel", and constructs the Sustainable Marketing Channel Model (SMC) according to the System Dynamics; meanwhile, this study explains the factors of this model.Finally, this thesis applies the system dynamics to the analysis of the SMC model under two hypothetic environments respectively. The conclusion is as follows:①The key factor of implementation of SMC is the channel system and the key factor of estimation is the channel value. In the immobile environment the character of the SMC subsystem is positive and the sustainable development of channel can be achieved.②The key dynamic factor of SMC is the movement of the external and internal environment. With the movement of environment the key dynamic factors can change the character of SMC subsystem through working on the key factor of implementation.③The approach to the achievement of sustainable marketing channel is that the manufacturers make revolution on channel system faced the change of channel environment so as to maintain the value of channel and achieve the sustainable development of channel.