Construct The Competition Advantage Of The Marketing Channel Of Manufacturing Enterprise On The Basis Of The Combined Value Chain

The decision-making and the management of the marketing channel play a significant part in the marketing combination. As the saying goes "The channel results in the world". Looking over the development of manufacture industry, Chinese buyer market has already been in shape, and the supply of a large quantity of products has exceeded the demand. Moreover, the product of the same quality increasing, the market competition has been ever fiercer. Profit space of manufacturing enterprise has been compressed constantly, it survives and the development space is worsening day by day.Just the unfavorable situation faced set out in the channel system of the whole marketing from the manufacturing enterprise for the research herein, realize the foundation that the manufacturing enterprise is the industry of a country deeply, if the living environment for producing enterprise is worsening constantly, will influence the continuation, health, fast development of national economy too finally. However, the economy of our country has already entered the era of" systematic competition", the competitions of enterprises and enterprises have already no longer been the competition of a certain link, but the systematic competition taking whole value chain as backing, the comprehensive strength of the whole value chain has determined the competitiveness of enterprises. This require whole channel system can overall and in concert and harmony, require manufacturer reach unanimity in management theory with strategic direction, and institutional framework should be served and submitted to strategy, must "comb" and" dredge" the organizing system of the whole channel, in order to form the organic whole of a coordination. So this text apply value chain whole reasonable theory to manufacturing enterprise marketing reconstruction of channel have, thus set up the marketing channel system taking manufacturing enterprise as central overall coordination, and construct the competition advantage of the whole system on this basis. This can not merely solve the realistic predicament that the manufacturing enterprise face in the whole channel system, too can getting better comply with by requirement of times" competitions systematic"The integration of the value chain is a system engineering. Produce the functional department in the enterprise and take on different value activities, between every department and the internal connection with external value chain influence the competitiveness of the whole marketing channel of manufacturing enterprise. The competitiveness of enterprises embodies in cost competitiveness, technological competitiveness, competitiveness of the products, brand competitiveness and promotes respects such as the competitiveness, etc.. Strengthening the competitiveness of these respects and training is a main way to improve the competitiveness of manufacturing enterprise on the whole, these respects are often concerned focal points of manufacturing enterprise too. It relates to activity of the value chain to strengthen the competitiveness of each respect, combine the value chain in order to raise the cost competitiveness, technological competitiveness, competitiveness of the products, brand competitiveness for producing enterprise and promote the competitiveness, thus improve the competitiveness of enterprises.However, cannot become an omnipotent "giant" even if enterprise's one's own capability is more strongly in a trade of sufficient competition, it always needs cooperating with other enterprises. So, under this kind of condition, the competition between enterprises is often shown as the competition between system of marketing channel taking each enterprise as the core, the competitiveness of enterprises usually shows with the competitiveness of the whole system. Then, if we want, combine, come, strengthen taking manufacturing enterprise as the core whole marketing channel competitiveness of system through value chain, should find out first at first, which key elements forms a successful marketing channel, and through the competitiveness of promoting each key element how value chain is combined.