Researches On Marketing Channel Management System Of Rand’ Company

The Marketing channel is the enterprises’ window which opening to the outside market, as well as the bridge connecting to customers. It becomes increasingly important as the competition getting more fierce. As the customers’ demand inclines to personification and diversification, marketing channels is changing correspondingly with customers requirements. Under the circumstance called "the Channel is the king", then how to obtain competitive advantage and accomplished the company’s strategic goals via marketing channel management, becomes the key word for every enterprise. RAND Corporation, as a prestigious and powerful financing guarantee cooperation in Shenzhen, has achieved a great number of channels such as thanks, the real estate agents, the car dealers and so on.. In the next ten years, integrating channel resources reasonably, establishing the channel system, managing channel relationship will help RAND Corporation to reduce the channel cost, to enhance the economic efficiency and to make full value of the resources.This dissertation firstly summarizes the definition, the functions, the content of market channel, and its establishment, it relationship management. Secondly, the author analyses the macro development, the supply and demand of the transaction, and the positive relationship and current situation of bank cooperation-the major cooperation channel.Then the author summarizes the general characteristics of the market channel and the future trends of establishment. Subsequently, on the basis of the prior analysis of the current industry situation and on the premise of business restructuring, the author makes an in-depth analysis into the changing trend of channel structure, cooperation situation and the major existing problems of channels at present. In the end, the necessity of improving and rounding marketing channel management at this stage was analysed, and on the premise of the Rand Corporation’s overall strategic planning, the strategic objective of the marketing channels was listed as directional guidance, and then the specific strategies and measures for improving management system of marketing channels were put forward respectively from six aspects of three strategies--level strategy, width strategy and relation strategy. Combined with the actual status of the company this dissertation uses the theory of channel relationships model and the channel performance evaluation tools for specific analysis, which provide direction and guidance to marketing channel management of next stage.