Research In Marketing Channel Structure For The Enterprise-base On AHP-SWOT Analysis

As we all know, currently, the competition in consumer market in China come to a rat race. The brand, quality and after-sales service, all these factors can be the key condition which can decide that one company will be successful or not. But compare with the developed market-system of Europe and America country, I believe that in China, a healthy, suitable and unobstructed channel of distribution is the most important factor for a retail company to be successful, just as we always say,"channel is the regally factor".In this thesis, the author focus on L Company which is one of the biggest toy brand, L Company have run its business in China for over10years, currently the biggest problem of the company is just from the channel of distribution, because of that the sole-distributor A Company can’t keep the same target and long-term development plan with the L company.The author deep drives in the concept of channel distribution, discuss the idea of modern enterprise marketing, and list some popular distribution-models which are wide range used in retail field, the advantages and disadvantages of these distribution models. In this case, base on the current situation of the L Company, the author believe that it’s necessary for the company to rebuild the channel of distribution, and will divide this process into few steps. First, the four key facts that strengths, weakness, opportunities and threats should be listed for the alternatives by SWOT analysis model, then following the formula of AHP to figure out the weight of facts in former SWOT model, the next step is to figure out the power of four key facts (S/W/O/T) in different alternatives, finally, compare with the core needs of L company to select the most appropriate project from the alternatives.In this paper, the author combine the SWOT and AHP these two models together, neither completely in accordance with the dogmatic data calculation, also does not have the simple with the feeling and experience, just combine these two models and start from the actual situation, to find a reasonable method for setting the distribution model, not only can be used in L company, but also can be copied to the other retail companies.