Research On Marketing Channel Management For M Company

For the technology of IT industry is changing rapidly, and the competition of themarketing become more and more fierce. Each big manufacturer is fighting from Productto Price, then, form Price to Promotion. Finally， they are fighting turn to Place. Mcompany, as a manufacturer whose total products sell out depend on the channel, so whosechannel selection and construction and the channel development become the key of thecompetition from the other manufacturers.The paper begins form the marketing channel’s development separate by internaland external, then summary the basic concepts and infrastructure and organization modeland some factors which will impact on the channel development. After collecting andanalyzing that knowledge, we recognize the importance of the channel marketing to theenterprise. Based on those, the author studies M company’s channel deeply through themethod of Practice-Joint–Theory which includes the M company’s development history,currently channel structure, currently management system, currently supporting systemand etc. after all above, the author analyzes the new strategy of the channel for the futureyears. Finally, discuss some existed problems for currently channel structure, and give thefurther improved methods to resolve the problems, those improved methods can work upthe capabilities of the channel and show more advantages on the channel. On the otherhand, because of the famous of complex channel strategy of M company, so, through thestudy of M company’s channel, it can help us know what is channel deeply. And it isuseful to know the generality of channel for some other foreign enterprise, and also givesome reference to the other companies.