Enterprise Management Of Distributes Channel Strategic Studying

Enterprise management of distribution channel is a job of basic management, being also the strategy key element that enterprise gains the long competitive advantage. Market competition becomes more and more assimilated in the whole world competition ,it has made enterprise more and more difficult gain the competitive advantage by the difference of the strategy key elements for the product,price,promote; However it is possible to gain the competitive advantage by building proper channel and realizing the difference of channel management in Chinese market where the marketplace is vast and the difference of area marketplace is obvious, the advantage of channel competitive is difficult to be copied , being the enduring competitive advantage to the enterprise. "The channel is the king " is accepted by a lot of enterprise therefore , the significance of the channel management is also more and more protruding obviously , the strategy of distribution channel becomes many scholar's object of study, Strategic management of distribution channel also arises at the historic moment.Channel strategy is one branch of enterprise strategy , the strategy of distribution channel is that a firm or other channel member work out long,directional,overall channel plan aiming at various market chance and self-resource in order to realize self mission and the target. Putting channel strategy into effect needs to accord with enterprise overall strategy request and cooperate with other branch strategy.Channel strategy has characteristics such as overall, programmatic , long-term and contend (resist the pressure and threat coming from every field). Distribution channel has been mentioned as important with the enterprise overall strategy by strategic management of distribution channel, it demands participation of enterprise high-rise to turn the enterprise distribution channel into the important component of enterprise core competition. Therefore the paper promoted the fundamental system by drawing lessons form enterprise strategic management theory—by analyzing the special environment affecting the channel management—outside environment(include the outside environment , industry environment and competitor) and inside environment (including enterprise ability of profit, enterprise channel resource and the enterprise product),apply SWOT to make and analyze enterprise object of channel strategy and come out the method how to choose channel strategy form quantitative & qualitative analysis aspects . At last in order to make enterprise strategy of distribution channel put into effect smoothly and effective ,the paper has brought forward fundamental method of the appraising and controlling for channel strategy.