Le Group Domestic Marketing Channel Research

As the important factor of marketing composition, marketing channel has become the crucial resource in marketing competition for an enterprise. Building a perfect marketing channel is an edge tool for the company getting the differentiated competitive advantage. Now more and more enterprises take the channel development and management as the crux of success. As the frontrunner of domestic IT industry, LE group’s channel pattern is advanced through several years’ development and exploration.On the basis of identifying the relative theories of marketing channels, firstly, the dissertation analysis the factors which effect the channel decision, including the products and their characteristics of LE, channel’s pattern and types, the competitors’marketing channels and consumers’ behaviors, and then generalize the basic principles of channel design. Secondly, the dissertation analysis the channel management decision, including the selection of channel’s members, assessment and motivation, the management of channel conflicts, and the regulation for selling beyond the agreed areas. The author gets some illuminations for other IT enterprises through the above analysis.. However, any channel pattern will emerge the deficiency with the change of relative factors. Lastly, the author gives the advices as below:Enlarging and accelerating the channel development of countryside market:Reinforcing the construction of rising channels to develop the channel diversification; Increasing the direct offer to push the channel flat; developing the direct channel for important customers. The author hopes the above advices could help LE’s channel pattern come to the best combination and perform the function of the channel at utmost.