Jindong Paper Marketing Channels Research

The basic character of the modern circulation is the control of producer to marketing channel. The marketing channel is one of the most important corporate capital, at the same time is also the most variable capital. The marketing channel is the path of the products from producers to customers. This path includes the selling organization of producer, middleman and end-user. The smooth marketing channel is the key factor of producers' successful operation. The basis of marketing is establishing a stable, efficient marketing network.This thesis reviews the relative theories of marketing channel, introduces the concept of marking channel, direct channel and indirect channel, environment, process of action, stratagem of object market and channel design, influence of circulation and sales combination(commodity, price and sales promotion) to marketing channel. It analyses the existing problems in marking channel of Gold East Paper Co., Ltd. based on relative theories of marking channel, indicates that Gold East Paper Co., Ltd. must take the main mode of indirect channel because of it's huge capacity of production. But the mode of single channel can not meet the competition and development of market. So Gold East Paper Co., Ltd. need add direct channel as supplement, promote the efficiency and benefit of marketing channel, improve the competition capacity.Anyhow, Gold East Paper Co., Ltd. should have existing and developing space both in direct and indirect channel in order to be the dominator of market. Many factors such as commodity character, development condition, object market of Gold East Paper Co., Ltd decide that it must take the mode of two marketing channels—direct channel and indirect channel, but indirect channel gives priority to direct channel.