Research On Marketing Channel Management Of JD Garment Company

Marketing channels have become very important for enterprises in current society,especially those in the garment industry in which competition is increasingly fierce.The achievement of company strategy is directly based on the management of channels.Effective channel management dose not only strengthen its stability,but also lead to an increase in revenue and profit,and brings the competitiveness for company's sustainable improvement.Based on the research on the structure of marketing channels,channel conflicts,channel relationships and the channel managers,this paper analyzes the current status and solutions of JD Garment Company,which helps resolve the problems of its direct marketing channel,online marketing and distributors.The solutions mainly focus on the building of direct sales network and the management and development of distributors;meanwhile,online marketing also plays a subsidiary role in the whole framework.On the combination of theory research and practical cases analysis,this dissertation induces the academic achievements of channel management research from domestic and abroad,and personal-experience of channel management work.The thesis includes current channel management situation of JD Garment Company,the reasons lead to this situation and detailed resolution on the basis of the advantages of JD Garment Company.The resolution mainly contains: regulation of marketing channel structure,solution to channel conflicts and the management of distributors and channel managers,which could improve company marketing channel efficiency.