The Research On Distribution Channel Strategy Of Mastertime Group Limited

With China's rapid economic development, great success has been achieved in apparel industry, which has become one of the pillar industries of the national economy. In recent years, with the slow growth of population, the proportion of women quantity also tended to stabilize. Peoples'standard of living improve year by year, coupled with the post-80s'demand for more and more personality, and therefore push a new opportunity for fashion apparel market. Mastertime Group Limited, a apparel enterprise, since its establishment in 2002, has showed a steady upward growth in sales. However, in recent years, Mastertime is confronted with some problems, such as growing slowly in sales, increasing marketing channel conflict, lowering contribute rate from distribution agency and low agents'active cooperation willing. The focus of this article is just to solve these problemsBased on the academic study on marketing channel at home and abroad , the author first describes current situation of distribution channel in Mastertime.With interview and questionnaire survey methods, it is found that the problems Mastertime now faces. Combined with qualitative analysis and quantitative analysis methods, the key variables relate with channel performance show. After analysis of middle-high class fashion apparel industry and the internal and the external environment of Mastertime, the author puts forward the necessity to redesign distribution channel strategy for Mastertime considering five factors associate with marketing strategic decision. As for channel members'selection, the principles, criteria and methods are provided for the existing channel members. The author also gives the strategies to improve the ability of managing channel conflict and re-design a system for appraising channel members'performance. Finally, in light of actual conditions, the author brings about concrete measures to guarantee the implementation of new distribution strategies for MastertimeFor middle-high class fashion apparel enterprises, there are problems which need a comprehensive thought now. For example, how to set up one's own marketing channel, how to reach win-win among the members, and to set up long-term partnership, thus enjoying long-term competitive advantage. However, there are not many real cases and academic research papers in this area. The author expects that the implementation of distribution channels strategies provided by this article can help Mastertime resolve these problems, in turn, to improve the channel efficiency, to increase channel assets and finally to enhance channel competitiveness. The author also anticipates that the conclusion of this research could be a reference for channel construction extended to the apparel industry.