Study On Marketing Channel Change Measure Of The Zhangye Tobacco Company

After China joined World Trade Organization , Chinese economy and international economy are integrated with day by day. Every large-scale multinational corporation has accelerated the infiltration Paces into Chinese market. In the face of the fiercer and fiercer international competition, , and under the new market environment, as an industry monopolized by country, cigarette industry has gotten unprecedented development.As one of the biggest tax payment and monopolization company in the area, the cigarette marketing channel of zhangye of Tobacco Company is always having it staid and system method. But with the entry to the WTO, cigarette from other countries came into zhangye's cigarette market .The company is facing fiercer inter and international competition in the area. At the same time, factors which can affect the design of cigarette marketing . channel are more complex , It forces the company to find the strengths and weakness of formal cigarette marketing channel, and then make the channel more integrated, form a reasonable strategy of the channel to adapt the market economy in our country.The thesis begins with marketing channel theory from both China and other countries, bases on the present situation of cigarette market in our county, lives on the survey report of cigarette consuming in Zhangye, integrated with the present cigarette marketing channel of the Zhangye subsidiary in tobacco company. The writer analyzes the theory of constructing the marketing channel, the types of channel and the stages of channel. Aspects the problem that can't adapt the present cigarette market are found out, and the way to improve cigarette marketing channel is systematically formed.In the process of improving the cigarette marketing channel, certain goal and criteria should be followed, factors affect the design of channel should be assured, and the main ideas included in the channel should be illustrated .Then, the author compared the new channel and the formal channel. And the select and manage to the retailer, which is an important part in the channel, is emphasized .In the end of the thesis , some suggestion to the operation of new cigarette marketing channel from different aspects is given.