Research On Marketing Channel Of Haohuayuhang Company About Polyvinyl Chloride Product

Along with the establishment and improvement of market economy system in China, marketing channel has become more and more important for the market competition and technological reformation. More and more enterprises have gradually realized its importance, and began to cope with this issue from the aspect of competitive strategy. Today, polyvinyl chloride enterprises are faced with dramatic reformation on the market environment, which makes the reformation and adjustment of marketing channel ranked top-priority.In this article, we took the marketing channel of Haohuayuhang Company about Polyvinyl Chloride Product as research object. With modern theory on marketing channel, we analyzed current situation in the industry and the company, and designed marketing channel modes according to different market areas with AHP (Analytic Hierarchy Process). At last, in order to ensure the efficient implementation of the new mode, we proposed corresponding management strategy for each mode. With studying the marketing strategies to the company's Polyvinyl Chloride Product, we wears that marketing channels are reasonable and efficient can get more marketing shares, solidify marketing position, and improve marketing level. It may further improve its marketing and be consulted and followed by the similar companies.The innovation in this paper is to design the marketing channel mode by combining BCG Matrix with AHP. We firstly adopted BCG Matrix to analyze the marketing channel modes, where we obtained the abstract description of the new channel modes. And then, by using the AHP, we designed the implementation plan for the modes, and try to offer the company a relatively objective and feasible marketing channels tactics.