Perspective Of Power-based Channel Management Analysis

Marketing channel is described as a path , which product or service is delivered to the end-user, and it is composed of a series of organizations which include the producers ,and the wholesalers ,and the retailers, and the third-party subsidiaries. Marketing channel management is one of very important tasks in enterprise administration, and is also one section of Philip Kotler's 4PS.Because the marketing environment changes with each passing day and the consumer's demand is subsegmented, more and more organizations need to scan their policies and measures which is implemented in marketing management over again. But all enterprises are independent, key question is concerned with property right ,and it becomes more complicated and different from inner organization management.From the manufacturer and middleman's position respectively, the author analyzes and discusses their decision-making ,the action-choosing model in this thesis.First ,the author looks back and induces the related theoretical documents about marketing channel in the introduction .Limitation of our special condition ,Chinese scholars only introduces the Western scholars advanced point of view ,they can't propose creative and significative ideas .so the summation focus on Western scholars advanced point. Next, the author introduces some related concepts ,and point out the thesis's purpose .Chapter 1 mostly introduces an important concept—channel power in channel management. And the channel power is the clue in the thesis. next ,points out the source of channel power and relation between the channel power and the dependency, farther analyzes channel power—the...