The Research Of A Company's Channel Management

Marketing channel(place), as one composing factor in the marketing mix 4P, because of its unique functional value, build the products or services transferring path to the consumer, and let each participant benefit; and as an important task in corporate marketing management, marketing channel management get more and more emphasis, regarding points of how to maintain long-term sustainable competitive advantage, how to make businesses more efficient and able to complete the corporate objectives, which are inseparable from the marketing channel management, and this cross-organizational management issues are much more complex and difficult than the inside management of the organizationThrough in-depth analysis of the relevant theoretical knowledge of marketing channel, and combined with my corporate marketing specific practice as well as experience refining from other industry professionals, this paper makes the comprehensive study for the related contents of the corporate marketing channel management, and specifically submits the marketing channel management solution in my industries and company. The main work of this paper is summarized as follows:The first is to comb the basic theoretical knowledge of the marketing channels, the basic concepts and functions of marketing channel, the significance of marketing channel, followed by some corresponding summary for theoretical knowledge of marketing channel management, by planning, organizing, leading and controlling four relevant analysis of knowledge of marketing channel, in which specially emphasize profile summary of channel design and strategy; followed by the company analysis for its history and current performance, submitting the basic framework and the proposal of the company's channel management, the last part is suggestion for the relative execution and implementation.