Research On The Enterprise Grids Management Of Marketing Channel

The network information technology and communication technology develops, information dissemination and updated speed speeds up day by day, the consumer information channels are increasingly rich. These all guide the consumer demand gradually towards diversification development direction, enterprise environment already change. And enterprise channel cost, control, efficiency and benefit more and not easy to coordinate the contradiction between the, the Internet, emerging commercial capital strength and increased in new variables, in this situation, the traditional marketing channel reaction lag, partition function some defects gradually began to exposed. Therefore, exploring a solution to the channel efficiency, the channel resources integration, the channel resources allocation problems of the new channel management view is very important. Marketing channel of grids management is to a certain extent, to make up for the traditional channel management in the new environment of defects. Therefore, the study is not only of theoretical significance, and has more practical value.This paper in reference to the grid technology, grids management, marketing channel management, and on the basis of some marketing channel grids management refers to the enterprise to computer grid technology as a tool, with the aid of the grid management thoughts, will channel members according to certain standards divided into some of the grid unit marketing channel grid, using modern information technology and marketing channel grid and grid unit internal coordination mechanism, make each grid unit interior and marketing channel grid can be fully and exchange of information, resources and sharing of the fusion, thus we make our products or services, precise, fast steady transfer to the customer's a management mode and method. At the same time in the analysis of marketing channel grids management feature, marketing channel grids key elements of the management, based on the construction of marketing channel grids management theory model:marketing channel grids determine the management goal marketing channel grids management major issues and target, is the marketing channel grids the starting point of the management and guide; Management content and the task is the main body of the management, marketing channel is on marketing channel grid grids management foundation. Four different positions, function different elements, but supplement each other, common prompted marketing channel grids of management smoothly, achieve marketing channel grids of the management goal, and achieve the goal of enterprise and the strategic vision.According to the principle of marketing channel grids, of the classification of the standard and method mainly has:channel power-based on structure method, channel relationships life cycle method, the relationship between value method, summarizes the marketing channels of meshing impact factor, this paper expounds the channels of meshing process. Put forward the grid unit diagnosis process, think grid unit of the main content and the diagnosis elements include marketing channel management organization, marketing channel operation, marketing channel service and support, marketing channel economic benefits and summed up the grid unit of diagnosis method. Analyzed the management of marketing channel grids resources integration and the configuration of the factors and comb channel relationships, and put forward the resources integration path and resource sharing and configuration process. To put forward the marketing channel grid based, support and supporting resource integration and the configuration of the marketing channel grids management should the use of network organization mode for operation, the structure of the organization should be a node, resources flow, organization agreement elements of the three network structure, but also points out that support marketing channel grids management organization operation mechanism of trust, cultural control and knowledge coordination.