K Of Marketing Channel Management Research

Nowadays, since products become more and more homogeneous, marketing channel has become one of the most important assets for a company. Meanwhile, it's also the most variable assets. Marketing channel will lead a company to success or failure to the most extend.As important as mentioned above, the present channel of K company (a medicine distribution company) has becoming difficult to develop and to adapt the changes of medicine market demands. In order to enhance the competitiveness of K company, based on the relevant theories and current situation and development trend of the medicine distribution industry, this article made a detailed and all-around research, and established a channel mode accord to the demands of the company and the changes of the current market This article also improved channel management in three approaches:Choosing, Managing and Inspiriting. channel members.This article comprises four parts as following,The first part contains Chapter One and Chapter Two of this article, which introduced the background and purpose of this thesis, the subjects and methods of the research, article outline and main content, and relevant theories of marketing channel. This part established a theoretical foundation for the later research by summarizing relevant theories of marketing channel.The second part contains Chapter Three and Chapter Four, which at first analyzed the current condition and developing trend of medicine distribution industry, then made a brief introduction of the updated status of K company, and analyzed the advantages and the existing problems of K company's marketing channel as the emphases at last, in order to find problems and raise problems.The third part contains the fifth chapter of this article which based on exsiting problems of marketing channel of K company, combined theory and practise, the outside and the inside situation and made an effective analysis to improve the channel mode also bring up some improve measures for the choosing, managing and inspiriting of channel members.The forth part contains the sixth chapter of this article which conclude this article.