MY Clothing Company Marketing Channel Mode Choice And Reconstruction

Garment and garment consuming have their own characteristics,also,the elements and characteristics of the garment marketing channel are diverse and confused,so,the selecting and establishing of marketing channel become a complicated work.A lot of garment enterprises are confused and passive.Through the defining,decomposing,assembling,analyzing and comparing of marketing channel model,the author's purpose is to give garment enterprises guidance to establish an select marketing channel model.The main contents of this thesis are the analyzing and selecting of garment marketing channel model.Firstly,the author summarize and analyze the characteristics of garment consumption,Based on the practice of garment marketing and Philip Kotler's basic marketing theory,the author divided garment marketing channel into four elements:channel member,channel level,and the number of channel member.The four elements are classifiable.After re-classifying them,the thesis relate their own characteristics,performance of channel function,and their own adaptation.Because the number of channel element's varieties is above ten,and so many different elements can be selected and assembled into many kinds of channel models,seemly,establishing a suitable marketing channel model is impossible.But,in fact,there are only five kinds of channel models,which are basic,are practical.To meet with the needs in marketing practice,based on above analysis and summary about channel elements,author's attention is concentrated on the five models' characteristics,key point of operation,advantage and disadvantage.Based on these,this paper MY clothing company products,brand marketing channel characteristics,the problems faced and facing opportunities are analysed,and the enterprise marketing channel mode selection and reconstruction is discussed.