From Transaction Cost Theory To Explore The Marketing Channel Optimization

In recent years, the market economy has been established basically; the difference of product becomes smaller; the competition between enterprises is more and more furious. In this status the efficiency problem of market channels stand out increasingly. The voice of channel reformation and renovation run up. Because the traditional market channel is alike a fish out of water in the new market condition.Which facts hinder the development of marketing channels on earth? Which organization is fit for the channels and how to manage the marketing channels? All of these is to reach the purpose of optimizing channels.The thesis investigate the problem of channel optimization from the theory of transaction cost. Some foreign enterprises push the reform of flat channel or limit flat channel which acquire good effects. Whereas the confusion and shortage of channel reforms, the thesis analyze and resolve the problem. On the basis of collecting and clearing up literatures, it recites the theory of transaction cost and analyze the consistency between the channel optimization and depressing transaction cost. Then it discusses how to optimize the marketing channel and brings forward the author's opinion.The thesis includes 5 chapters. The first chapter is about preface. The second chapter summarizes the theory about market channel and transaction cost. The third chapter tells of the relation between channel and transaction cost. The third chapter analyzes the factors increasing the transaction cost in the market channel. The last chapter probes into the channel optimization strategy from the theory of transaction cost.