The Mode Revolution Research In Marketing Channels Of LX Company

With the establishment and improvement of the market economy system in our country, the intense market competition and the rapid technology innovation make selling channel become more important than ever before. More and more enterprises start to realize its importance and think of the aspects on the corporate competitive strategy. However, as to the management of selling channel, the most of enterprises, especially IT enterprises, still keep the traditional way which they used when they operated early. How will it develop in the future? How to make it innovated and value-added? What kind of role does the member of selling channel act in this process? All these questions need to be solved urgently.On the basis of the marketing theories, it analyzes the development process of selling channel of the traditional IT enterprises and its present situation worldwide. It concludes the advantages and disadvantages of 7 kinds of selling channel modes.According to the present situation of LX company, it tries to find out the existing problems and studies its innovation modes of the selling channel, including retailing channel, customer channel, Call Center and the big customer channel in order to fit the customers' demand.Further more, it puts forward the innovation method of selling channel- integrated distribution. It relates to two aspects: the strategy and management of selling channel, the customer relationship management, involving the integration of new channel mode and traditional one, the integration of Call Center channel mode and the integration of internet channel mode. It is designed for LX company. It can meet the request to deal with more and more tense market competition.