Distribution Channel Members Of The Management Study

Distributing channel distributing channel is an important part for a company. Ithas been taken more and more serious for many companies during day after day andsome companies spend much money and time to improve their distributing channelfor that it can make up to the actual situation of the company and the character of themarket. It can make more efficient to its separate member for the company of theimportant part through the distributing channel.As a leading company in milk industry, the fast growth of Mengniu MilkIndustry Co,. Ltd not only astonish all people in the same industry, but also bringvitality into economic development of Inner Mongolia. for example, in 1999, thesale incomes of the company ranked the 119th in the milk industry, however, afterfew years' development, their sales incomes exceeded ten billion which made themoccupy the second place in market in 2005. What makes its success, except manycorrect strategies and advanced corporation culture, is unique method in themarketing practice, thus it is necessary for us to systematically study and generalizethese outstanding marketing experiences for further direction.In the essay, brief introduction of the distributional channel model that MengniuMilk Industry Co., Ltd used before and now is the first part, meanwhile, with thepurpose of finding out a series of confusions facing the suppliers and agents or otherterminal distributors in the marketing channel and the causes of the confusions, itanalyses realistic effects produced by the current marketing channel model,furthermore, forward such policies as encouraging, control, and contract to solvethe contradicts in the channel management. Therefore, the suppliers and distributorscan establish lasting, long and stable co-operation relation through the practicalmarketing channel contradiction.