Research On Marketing And Channel Of Digitalchina Co.Ltd

Marketing channels are the ways that products are transferred from producers toconsumers. As one of the four basic elements of marketing,marketing channels Link between producers and end-users,and is also the focus in strategic building. As to IT enterprises,product flow,capital flow,information flow,commercial flow are completed in marketing channels it is crucial to the enterprise,and can not be replaced by other resources.This marketing channel strategy basic point is: through organized efforts, get the competitive advantage and initiative of the market. DC (DigitalChina)s marketing was proved to be an effective one which base on the theories of 4PS, 4CS and 4RS, get the maximize loyalty,market control and competitive power.With the successful implementation of marketing,DC manage the dealers terminals more effective,get the marketing information very fast, understand the status of product in the sales channel exactly,so DC can get the exact the sales forecast,arrange the promotion resource effectively,cover more areas,then capture the marketing quickly.This paper studies background,business reality,theoretical foundation and practices of DC in order to explain inherent,objective and inevitability law with two aspects of theory and practice. This study will help domestic enterprises who learn from DCs marketing channels to improve the management and market competitiveness and narrow the gap with multinational corporations in the field of marketing. It is not only analysis DCs marketing channel strategy on the theory and practice,but also pointed out several of enlightenment in channel management of modern market system.