Research On Enterprises' Construction And Management Of Distribution Channels

Since 1990's, with the continuous development of Chinese socialist market economy, the buyers'market of most goods esp. consumer goods has come into being. The phenomenon of product homogenization is becoming serious day by day. The competitions among enterprises are gradually vigorous and the competition means in the marketing realm is refreshable continuously, ad wars, rate wars and promotion wars take turns to come on. But in the past few years, many enterprises have discovered it has become more and more difficult to obtain competitive advantage by factors, such as product, price and promotion. Therefore, they start to turn their concerned eyes on the last unwrought land of the marketing mix --- distribution channels. More and more enterprises realize distribution channels have already become one of their core competencies gradually.Chapter One of the thesis introduces basic concepts that should be made sure for further research, including the definition, the mode of distribution channels. Chapter Two cards and makes comments on the related theories about distribution channels, the structure of distribution channels and the behavior theories of distribution channels. Chapter Three carries on a positive analysis to distribution channels of the C-BONS Group and lays special stress on analyzing the Group's secret weapon--- the terminal mode, which has made the Group change from weak to strong, get stronger day by day in the competition with the daily chemicals magnate --- P&G. Chapter Four tries to establish a direct mode of service in the C-BONS'market of Class A and Class B by using Blue Sea thinking. It is one of the main innovations of the assay. Followed by analyses the assay makes out of the best contact point on the campus channel; meanwhile, investigates new channel modes that can be used in the C-BONS'market of Class C and Class D. It also thinks since there is a background that numerous enterprises are developing the rural market with great efforts, the value of small and medium retailers has presented itself further, the C-BONS should place importance on the usage of multiple channels strategy, strengthen the development and construction of the small-store-channel.Compared with the other three marketing mix factors (product, price, promotion), distribution channels are the most difficult one to grasp, esp. in the Chinese market which is in transition. The thesis takes C-BONS'as an object of study, makes a positive analysis of its distribution channels. It has certain theoretical significance on the exploration of distribution channel modes that are useful for enterprises to be in an impregnable position in the competition. In the meantime, it provides guidance for enterprises'construction and management of distribution channels.