Marketing Channel Construction, Based On Brand Image And Communication

Brand Management,accompany with the development of Chinese marketing, had become the focus in business circles ever since the 90^th of 20 Century.If we consider that the improvement of Chinese marketing level is to some extent due to the promotion of Multinational Enterprises after their entrances.then the most influential factor must be the BRAND.From the well acceptance and great popularity of foreign enterprise brands in China market,to the rapid growing up of indigenous brands,the severe competition between Chinese brands and foreign brands,and then the entry of indigenous brands into world-wide markets.it turns to focus on the key factor of Brand all the way.The Chinese Brand Movement has become severer and severer one after another.from the period of brand realization illumination。to the period of brand self-creation.and finally the period of brand competition.In the process of brand development.brand image construction and communication is the core。Chinese enterprises emphasize particularly on the image build and communication of reputation—oriented brands.it is very typically that people often take a famous brand as"Name Brand".Leading by the reputation orientation,advertisement,prolocutor of stars, medium spreading.as well as lots of other ways,have become the"Potluck"for the brand creating of many indigenous enterprises.However.with the expedition of the severe Chinese marketing competition.more and more enterprises find out that it is very difficult to develop the brand image construction and communication,and finally win the competition solely by brand reputation.Enterprises should recur to much more competitive media.which might effectively lead the brand image construction and communication,and this very media is channel.The marketing channel provides the platform for enterprises and consumers to contact,exchange,and communicate with each other.It services consumers the most direct brand experience, and make a decisive sense for brand image construction and communication.This essay is just based on the existing conditions,selecting the view of marketing channels to consider brand image construction and communication issues. It also attempts to establish a favorable marketing channel to promote the brand image construction and communication.From the conclusion of the research situation by the correlative theory field both at home and abroad.it turns that there is still a blank for the research to explore the brand image construction and communication in the point of marketing channels.Then,it discusses the character,function and diverse competition advantages of marketing channels,analyzes the significances of marketing channels to brand image construction and communication,and concludes factors which block brand image construction and communication in the running of current channels.It also explores related further matters and finally lodges the notion of establishing a favorable marketing channel for the brand image construction and communication.