Marketing Channel Diagnosis And Countermeasure Of ZL Company

21st century is the century of information network. With the development ofnetwork technology, a new era for online gaming industry was opened. With thepopularity and increasingly improvement of network infrastructure, the related industrywhich derived from network infrastructure has formed a rapid development trend.Network game industry is one of them. The number of Internet users in China is verybig. Moreover, the level of Internet users in China is complex. So, the market ofNetwork game industry is breadth and depth.As a foreign online games company, ZLCompany open the China market is not easy, and the problem of marketing channelsconstruction is worthy of in-depth analysis.This paper reviewed the literature about marketing channel construction, used thePEST analysis and five models to analysis the external and internal environment aboutthe marketing channel construction of ZL Company. Combining with the currentsituation of ZL Company marketing channel, this paper summed up the problems andthe insufficiency of ZL company marketing channel. Then this paper point out the newmarket challenges of ZL Company, combined with the new trend of marketing channelinnovation of our country and the new reality of marketing relationship. Finally, thispaper putted forward some Suggestions for the marketing channel construction of ZLCompany form two aspects of marketing channel structure and the marketing channelrelationship and forecasted the development effect of ZL Company marketing channelstrategy.The article mainly draws the following conclusions:1.There are some badtendencies on the marketing channel construction of ZL company, such as insufficientmarketing, the lack of relationship maintenance with Partnerships, the need of paymentimprovement, the defects of the third party app store and the third party mobile phonemanagement software;2. ZL Company lacks of experience in the field of WEB pagesand business team who can manage the China market.3. ZL Company should take anational market positioning, attach great importance to the low-end market, focus oncustomer service, and pay attention to promote the breadth of the market.4. On the structure, ZL Company should develop the intensive channel network from the widthand the breadth. On the relationship, ZL Company should pay attention to therelationship with the same industry alliance. Finally, ZL Company should takemarketing channel innovation from the reality point of contact and networking.