The Research Of Marketing Channel Of Cowboy Clothing Company XY

Clothing production and processing industry in China has greatly spurred the ascension of the national economy, has made a greater contribution for our country’s exports. China is the world’s largest clothing production and processing bases, is not a garment industry power, however, a large number of Chinese small and medium-sized clothing enterprises are doing OEM for foreign clothing company, especially in Zhejiang, Jiangsu, Guangdong, Shandong, Fujian and other regions. This caused China’s garment industry high dependent on European and American market, foreign market demand situation directly affected the survival condition of a large number of garment enterprises. The global economic crisis to China’s garment industry, especially small and medium enterprises in the industry has brought huge blow.An appreciating RMB in recent years, the increase of the cost of raw materials and artificial cost, makes the mounting pressure of clothing export enterprises in our country, export earnings have fallen sharply, particularly difficult to survive. Qingdao as an export volume larger city, the international environment in which many companies suffered setbacks, reduced orders, the decline in exports, lower profits.In this economy, many enterprises have to seek new ways, not just rely on exports abroad, to establish and improve the domestic marketing channels, the development of China’s domestic market, for the garment industry in the new prosperity. In the case of domestic clothing enterprise marketing channel choice, construction, management and innovation is particularly important.This paper not only startedfrom the basic theory of marketing channels, but also combed existing marketing channel theory and related literature. Mainly adopts the literature method, comparative research and case analysis and other research methods. Combining with related marketing channel research results at home and abroad, according to the unique characteristics of clothing products different from other industrial products, the classification and main characteristic of a garment industry marketing channel, and compared the advantages and disadvantages of all kinds of marketing channels, and the adaptability of all kinds of marketing channels. From the marketing channel design principle, design steps, etc, the research of marketing channel design. After completion of the marketing channel design, in order to make channel ran smoothly, ensure the mutual coordination and cooperation between channel members, in order to achieve enterprise marketing goals and overall goal, must carry out the management of marketing channels. Mainly from a member of the marketing channel management, process management, performance management, etc. On the basis of theoretical research, elaborates the specific situation of XY cowboy clothing company, analyzes the problems existing in the marketing channel. In the case of export environment worsening, XY company’s jeans products need to the domestic market, carries on the marketing channel design, mainly for in the market, set up stores and the specific design framework of e-commerce. Then, put forward the conditions on the implementation of marketing channels, mainly in the construction of marketing organization, sales force management, enterprise system and analysis of the implementation of the specific conditions of cultural construction, etc. Look from the perspective of practice, this paper hope through the analysis of the XY cowboy clothing company marketing channels, provide a reference for other enterprises, to promote our country small and medium-sized clothing enterprises in export under the condition of environmental degradation, can positive transformation, to better develop the domestic market.This paper innovation points mainly:1. Through analyzing the XY cowboy clothing company facing the international and domestic reality, fit the enterprise actual marketing channel design scheme is put forward.2. On the basis of research on marketing channels, proposed the building of the marketing organization, sales force management, enterprise system and cultural construction..