Marketing Channel Mode Change And Innovation Research

With the reform of the economic system and the development of economic globalization, China has been melting into the WTO increasingly, and marketing channel has been received more and more attentions from domestic enterprises. However, under the present marketing environment, Chinese enterprises have been continuing to adopt the traditional marketing channel, which lacks efficiency and controllability and costs much. The reform and innovation of the marketing channel is to surmount single enterprise and establish a kind of cross-enterprise cooperation. Such kind of marketing channel can create more market opportunities shared by enterprises, and finally help enterprises to achieve the goal of enhancing operation efficiency and reducing cost.At present, the study on marketing channel focuses more on the management and operation of the parts in marketing channel than on the marketing channel system itself. As a main path of product flowing to the buyer, the marketing channel is of great importance to a successful company which makes use of it to transfer product to buyer rapidly and accurately. Therefore, how to improve and innovate the marketing channel and set up efficient marketing channel become an important part and must be settled in the process of company sales. This thesis analyses the problems that lie in the marketing channel of Chinese enterprises, and investigate the necessity of channel innovation and its barrier. By proposing three approaches to innovate the marketing channel, this thesis may be helpful to build up cohesive and competitive marketing channel, enhance efficiency and profit and reduce marketing risk.This thesis consists of six chapters. Chapter 1 is the preface in which background and meanings of the thesis are underlined. The thinking direction of how to study its innovations and framework is also introduced in this part. Chapter 2 systematically reviews and generalizes the theory on marketing channel, including the concept of marketing channel, channel framework and the function and process of marketing...