Corporate Marketing Channel Management Control Research And Empirical Analysis

In the practical operations of the enterprises, channel is not only the bridge between the market and the enterprise, but also the bridge between the products and the consumers. Only by this way, all the products produced by the company can be put into the market. So we can claim that the channel is the base of competition for a company. Especially on the homogeneous products market, channel will be one of the most important elements and core competition resources. In future, the competition is more than on products, it is the channel that may well be the key factors for a company to win the market.Today we are in a society that is filled with abundant information. As the representative of information, Mobilephone is one of the most important communication tools for almost all of us. It is one of the parts of our daily lives. Kejian put the first mobilephone into the domestic market in 1998, it is the milestone for the domestic mobilephone producers. In the past few years, the domestic producers have ever made a quite good achievement, occupied one half of the domestic market shares. But in recently years, under the violent competitive environment, the share of the domestic mobilephone producers is decresing. Faced with so violent condition, what would the domestic enterprises do next step? In order to resolve this question, the author wrote this paper.This paper is made up of 3 sectors:1st sector: Introducing the theory about the channel management and control in Western.2nd sector: Researching the related strategy about the channel management and control .3rd sector: Case study, the author takes the Konka as an example to research the effective methods for channel management and control, and hope that Konka can still be one of the most strongest mobilephone producers in China in 2005.