Study. Jiangsu Dragon Cement Group Co., Ltd. Marketing Channels

Jiangsu Ju Long Cement Group Co., LTD is a large cement manufacturer, facing changes from both insides and outsides. It has to redesign its strategy because of the intense of competition. And with the scramble of the resources of market, the control of distribution has become more and more important to manufactures. It is important decision to manufacturers how to establish marketing channel and manage it.The thesis is a discussion on marketing channel strategy advantage, basing on Marketing Channel theory and the enterprise reality. Firstly, the author introduces the evolution of Ju Long's marketing channel, analyzes the physical environment of market and industry, including introduction of the internal environment of the enterprise for readers' understanding of background of marketing channel strategy. Secondly, the author makes a careful analysis and study on the problems of distribution within building ceramics industry. Thirdly, the author theoretically and practically analyzes the control, management and maintenance of channels of distribution, studies systematically the approach of establishing marketing channel strategy. Finally, the author emphasizes that an enterprise should seek long term cooperation with members of marketing channel and integrate marketing channel to keep a sustainable marketing channel advantage through study on relationship marketing channel theory, discusses the approach establishing relationship marketing channel.