Research On Integration Of Marketing Channel With Customers As The Center

In today's marketplaces, globalization of competition and rapid technology evolution make virtually every product become commodity. Facing with ever-increasing choices of products, today's customers become more sophisticated and mature than ever before. The inefficiency of traditional channel operations in new economy era are noticed and recognized by companies and make them turn their attention to channel improvement by creating and utilizing new channel formats to offer new ways to deliver their products and associated seamless service to customers. How to bring the advanced marketing mind into the traditional channel model and make all channel members gain the win-win results through implementing long-term strategy and increase the channel value are the key objectives that should be faced and most of domestic companies in the near future. The fast development of telecommunication, Internet and other sophisticated technologies make channel innovation and integration possible and feasible. The study wants to discuss the market problems such as conflict, low efficiency, antagonism competition of channel which faced by the companies and work out a option with directional and framework through analyzing the channel pattern of Chinese enterprises and linking related theory such as integrated marketing, systematism, customer relationship management etc.This thesis firstly has discussed the research background and the necessity of integrating the channels. The second chapter has introduced the basic theory of channel integration, feature and analyzed the possibility of integrating the channel. The following is the creative points of the paper. This paper has pointed out the pattern, thought and strategies on the integration of the marking channels. The strategies include implementing many channel patterns, setting up collaboration among channel members, building efficient logistics ,and establishing information system of channel management with customer relationship management as the basis. The fourth part brings out the evaluation standard and methods to calculate the percentage of improvement and evaluate performance after re-built channel system. Finally, this thesis has introduced the history of channel development in Kelon, analyzed the current status in Kelon as example, and given suggestions on the future channel integration for Kelon.