Distribution Channel Management Under The Environment Of Supply Chain

Under the buyers' market environment, the enterprise's competitive advantage has developed from the product superiority, the price superiority and the brand superiority to the channel superiority. More and more enterprises discovered that if has a distribution channel at the reasonable retailing, will take more advantages for the company's cost, management and sales. The channel superiority already became a kind of newly, indispensable competitive advantage.This paper begins with the analysis of problems in traditional distribution channel, and then comes up with distribution channel management pattern in supply chain environment. Compared with traditional channel, the channel based on supply chain pays more attention on the cooperation between manufacture and distributor and among distributors. In this paper, as an important part of supply chain, distribution channel accelerates benign channel cycle and circulate efficiently by the way of logistics, service and information communication.This paper use systemic antilogy and supply chain strategy, construct supply chain into three steps: First step seek and buy in the goal enterprise; the second conform the goal enterprise; Third the normal operation stage, although, in the stage, enterprises have constituted the alliance, but will appear some conflicts in the processes. Finally, the paper will take Nanchang Asia Beer Company for example, apply the theory into practice.