The Channel Integration Of Yanchang Petroleum Sale Company

With the rapid development of network, as a new marketing mode, network marketing is widely used in various industries. Network marketing which brings a big challenge to traditional marketing channel, is the great reform of marketing channel. As the most important way of network marketing, E-channel has the incomparable function. However, traditional channel has its own advantages. Both of them enjoy the conflict and complementation. At present, Chinese enterprises are experiencing the refonn and innovation. How to make good use of the traditional channel and E-channel are utmost important to enterprises, and the channel integration becomes the key point of enterprises reform.In this article, first of all, it makes a comprehensive introduction of the traditional marketing and network marketing theory, analyzing the characteristics of each other, and then introduces the theory the domestic and foreign theory of channel conflict and integration. Second, the article takes Yanchang Petroleum Sale Company as an example. In order to make a comparison of the traditional channel and the E-channel in this company, it does a deep research of marketing channel of this company. At the same time, it summaries the conflicts types and causes in the marketing channel of this company, and puts forward the proposal of channel integration. At last, it studies on the implementation of channel integration.At present, the research about channel integration is limited. As mainstay of the country’s economy, Petroleum and chemical industry is related to people’s livelihood. To this special industry, how to make the channel integration, and how to solve the conflicts between the traditional channel and E-channel are vital to enterprises. In order to raise some reasonable suggestions to Yanchang Petroleum Sale Company and other petroleum enterprises, this article makes a study on channel integration basing on current theory.