| This dissertation analyzed the market of energy-saving products and the evolution that InfoTech Essential Inc had procured in relational field in China. Basing on consulting and summarizing the theory of marketing channel, this dissertation was able to thoroughly research the actuality of InfoTech's marketing channel management. By collecting the research information and accessing the experts, several problems were found for InfoTech's marketing channel structure as following:"The marketing channel structure is unreasonable and it's not suitable for requirements of market. The management of marketing channel is simplification unduly."Meanwhile, shortages also exist in choosing and management for InfoTech's marketing channel members as following:"There are no specific rules for choosing marketing channel members. There is risk in the marketing management, since lacking of regulations of service and management for marketing channel members."Depending on the classical theory of marketing channel design, analyzing the actuality of Chinese energy-saving marketing and its distributor, and using Judgmental-Heuristic Approach,the dissertation found out 6 feasible marketing channel structures for InfoTech, and screened out the most suitable structure, two grades selective distribution channel structure which one of them is the industrial dealer. This structure is meet the nowadays market environment for InfoTech. Using the theory of choosing marketing channel members, this dissertation instituted a grading system for choosing the potential channel member and also concluded a method how to appraise the performance of existing channel member. All these will be a firm base for InfoTech to manage its marketing channel members.This dissertation pointed out the detail processes and principles to support the change of InfoTech's marketing channel management, and provided a proposal that concerned the reorganization of InfoTech's marketing department in order to suit for the foregoing change. |
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