Research On Marketing Channel Integration Strategy Of H Company

With the fast development of internet technology,internet has almost changed everything in our daily life,not only our personal life but also the business operation.In terms of the marketing channel,it has been changed a lot as well by the new technology of internet,from single marketing channel to muti-marketing channel and now omni marketing channel.The online marketing channels have being had a booming growth for the past decade,the online marketing channels have given huge pressure to the offline marketing channels,consequently the offline marketing channels have to change,innovate to embrace the market,technology and customers.This change has come so quickly,we neither do not have enough time to cumulate experience nor existing empirical theory to better face it.This thesis is an empirical study on toys sector marketing channel integration strategy,based on which there are deeper and detailed implication on how to execute this strategy on channel analysis,channel conflict management,etc.Firstly,we have done a lot of search and study on ancient papers and theories on marketing channel integration,marketing channel conflict management and omni-channel as well,by using the tool Histcite,we then have a very clear map on the ancient papers and theories about this direction.Secondly,we have done a toys sector interview and research based on 15 toys companies world widely,amounting to 40 employees of this 15 companies,on sale & marketing channels,products,organization structure,price & promotion,IT support and logistics,and miscellaneous totally 16 detail aspects.The result of these interviews and research has given us a benchmark about marketing channel integration level of toys' sector,on top of that,H company can have a comparison about the company current situation.Thirdly,we have done a research on potential customer on toys on 180 persons,located on 6 different cites,this research has shown the typical customer habit on toys,from which H company can learn a lot about how to best satisfy their customers,and further more based on this,a well-designed strategy on H company's marketing channel integration has come out.This thesis has done research and study on a sector which barely been deeply studied on marketing channel integration,especially this thesis has innovated raised a way to measure the level of marketing integration of a company by measuring sale & marketing channels,products,organization structure,price & promotion,IT support and logistics,and miscellaneous.Hopefully this thesis and empirical study will have a good result on the launch of this strategy and can give a good benchmark and example for other companies within the same sector.