Research Of Marketing Channel's Design And Management

Siemens household appliance group is the most successful crossnation giant in Chinese refrigeration market.Althought his business grow is very well,there are some shortcoming at marketing channel management.The topic of this paper is Research of Marketing channel's design and management whose aim is to analyze key problems of channel so that find out defects and solve problems,on the foundation of practice and theory.Firstly,the thesis expound the background of selecting topic,researched aim,solved problem,researched theoretics and researched scope at Introduction;explain the researched status on domestic and overseas academic field about the correlative theory of Marketing channel's design and management;analyze Siemens-ha's developed instance in internal market,internal and external environment;analyze present status of domestic refrigeratory's marketing channel;find out the organization and present problem of Siemens-ha marketing channels by tool of PEST and SWOT;the author puts forward the client-orient channel designing programs aimed at his present objection; Additionally,Siemens-ha's channel model is evaluated.Based on it, the author suggests the way of channel model innovation.Furthermore, some problems about managing channel such as dealers choice,the channel conflict,selling goods at unreasonable price in other areas are analyzed and evaluated.The author proposes some operation suggestions too.The thesis indicates that there is no fixed method for marketing.To be successful in the competition,companies must design and manage their marketing channels be the same with their own characteristics and adjusted to the changing enviroament.