SJ Company’s Relationship Marketing Channel Model Research

With the global economic integration process is accelerating, enterprise operators and managers are increasingly aware that, if an enterprise on the marketing channel of the lack of sufficient attention, so even with excellent products, a powerful propaganda offensive and enough competitive prices, market share is still possible slide. Enterprises have a long-term stable and effective marketing channels, is its ability to the many competitors in the talent showing itself as an important even key factors.However, a large number of enterprises in China at present the channel relationship management is not optimistic, as China’s market competition is becoming increasingly fierce, the traditional channel mode in the common channel stability, channel conflicts and cooperation of short-term is also growing, which seriously restrict the development of enterprises. The channel member requires cooperation, stable and win-win requirements grew louder, the enterprise must break the previous channel mode thinking constraints, in a new perspective on the channel mode problem.In this paper the author mainly to domestic and foreign scholars about the marketing channel management, relationship marketing theory, transaction cost theory and game theory and other related theories and guiding ideology, has entered the five enter SJ company on-site interview to obtain first-hand information, from the company’s business background and industry characteristic proceed with, analysed the company is the key to success lies in the out of the ordinary marketing channels. This pattern is known as relational marketing channels, is mainly characterized by members have a common goal, mutual trust, mutual benefit and cooperation, share resources, on channel activities in order to maintain relationship development as the core. In this paper, combining theory and practice, analysis of the company’s mode of this kind of channel in its marketing activities in the embodiment of the advantages, functions and values, as well as the mode of channel in construction and operation process in some specific problem solving method and strategy, and has carried on some universal induction and summary. At the same time with the current Chinese enterprises commonly used several channel models are compared and analyzed, which for our country enterprise in channel construction and reform to provide some meaningful enlightenment.