The Research Of Marking Channel Integration Of Clothing Company Ⅹ

In our country, clothing industry is an advantageous industry which is developing fast and possesses enormous potentials and room, making a great contribution to the stable economical increase of our country. It will play an important role in the Macro-economic growth in the foreseeable future.Seen from the channel management level, direct sales, agency mode, wholesale and retail and franchises are adopted by numerous manufacturers of clothing industry in our country. The marketing mode in clothing industry is developing from single department store industry to multiple modes co-existence. Such as clothes stores, wholesale markets, shopping malls, franchises and supermarkets. Besides the above-mentioned entity channels, TV Direct-Sale, E-business and mail-order catalogue are booming. Although diversified marketing channels are bring rich choices, at the same time, a lot of clothing companies do not know how to adjust when marketing channel environment is changing and marketing channels conflict. In this paper, the design and implement of integrated marketing channels for Company X are presented and some lessons and inspirations of channels optimization and integration are offered for the companies alike in order to make the clothing companies more competitive and advantageous. The paper will be of some active meaning and great value in practice.The main methods used in the research are documentation method, comparative method, logical analysis, diagram analysis method etc. the major innovations of the paper are the following two:1. The current situation and existing problems are analyzed in this paper and a integrated marketing channel is designed for company X.2. An implement plan is designed on the base of the integrated marketing channel design.On the basis of basic marketing theories in this paper, I generalized current theoretical research home and abroad, summarized the definitions and characters of marketing channels and expound and analyzed the reasons, aims, tendencies, modes and types from the angle of integrated marketing channels. On the basis of theoretical research, an introduction of the general situation and marketing channels is made. The existing problems in the marketing channels are proposed and an intensive analysis is made. An integrated marketing channel is designed according to the existing problems. First, I analyzed the current marketing channels of Company X. Then, an effective integration of marketing channels of Company X through adjustment of marketing channels structure, perfection of the construction of virtual channels, setting up strategic ally between manufacturers and sellers and cooperation online and offline. A implement plan is made according to the integration design. In the ending part, a conclusion is drawn, and the limitation is made clear and a prospective development is put forward.Keywords:clothes; marketing channel; marketing channel integration...