Study Of Sme Marketing Channels Change Strategy

SMEs is one of the great forces to promote China's domestic economy development .It plays important roles in many fields, such as economic prosperity, technological innovation and employment, etc. China is a big SMEs country, but not a strong country. The development of Chinese SMEs are facing many difficulties, weak marketing channels is a major aspect. Owing to faint channel power, SMEs market competitiveness had constrained and ultimately bate its growth. With the establishment and improvement of the market economic system of our country, the intense market competition and powerful internet technical innovation make the marketing channel become more important and channel environment become more complicated and diversiform. Traditional distribution channels pattern had greatly changed. SMEs are faced with new opportunities as well as serious challenges. Our enterprises must make timely adjustments to the market strategy based on changes in the internal and external environment, channels innovation is one of them. Integrated with its own characteristics and channel development trends, SMEs must be active to use environmental opportunity to change its channel strategies. According to this background, my research on SME channel strategy innovation in light of specific practice is not only of great theoretical significance, but a more urgent and practical sense.This issue picked " channel innovation " to Chinese SMEs as research object and try to explain how them to innovate actively by the use of great change of channel environment。 The article divides into six parts totally. The chapter one is introduction, including the research intention and background. The second chapter has introduced the basic theory of organization and marketing channel innovation as well as basic knowledge of marketing channel to summarize the concept,Function,feature and channel relations. The third chapter has narrated overall analysis of Chinese SMEs. The following is the key part of the paper. The fourth chapter makes a whole and systemic study in the marketing channel change and trends, and explained the background and reasons why Chinese SMEs must take steps to innovate. The fifth part is the most important section and it discusses the idiographic principles, emphases and strategies for SMEs marketing channel innovation in different stages of life cycle.In a word, the core of this article is to clarify how Chinese SMEs innovate its marketing channel by the use of circumstance change. You can not only find theory...