The Research On Marketing Channel Design And Selecting Distributors Of DW Company

This treatise analyzed the market of Dust filter products for environment protection products and the evolution that DW Company 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 DW Company's marketing channel management. By collecting the research information, several problems were found for DW company'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 DW company'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 or marketing channel members."Depending on the classical theory of marketing channel design, analyzing the actuality of Chinese dust filter marketing and its distributor, and using Judgmental-Heuristic Approach,the dissertation found out 3 feasible marketing channel structures for DW company, 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 DW company. Using the theory of choosing marketing channel members, and 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 DW Company's marketing channel management, and provided a proposal that concerned the reorganization of DW Company's marketing department in order to suit for the foregoing change.