| The marketing channel has an effect on products circulation alternative of the enterprise in the marketing process. Particularly in expanding sharing and occupying market share expanded and occupied, in goods distribution after classification, and in the information collection and transmission, it plays a decisive role. In this paper, the research object is the mode of action between logistics and sales channel. The research included four aspects as follow:The paper compares the method of constructing marketing channel both the here and abroad, introduces the related theoretical principle and how to consider the optimal network about the marketing channel based on the logistics. Then it systemic analyzes the logistics effect and mechanism to the marketing channel.Through research on the theory of the marketing channel, it introduces the function and the concept of the channel. Based on it, the logistics factor is proposed, which includes three key forms having an effect on the marketing channel optimization. There are cost factor, information factor and customer service. So that is the root of optimizing the marketing channel based on the logistics.After penetrate deeply research on how to construct the logistics information system in marketing channel, a summary of the way and the idea about how to enhance the control level of enterprise's marketing channel is made in modern era and the performance evaluation system of the channel optimization is drawn. At last, the way of optimizing sales channel and the model of evaluation are constructed.To combine the steel's logistics character and operation mode, a report of JiGang Group Company LTD is gotten. The key links of JiGang sales channel which effected the logistics system is deeply analyzed. The problem in the company logistics currently is found out. And an optimization scheme of marketing channel is given. A performance evaluation system to quantitative analysis the model is established preliminary. |
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