The Model And Its Application On Estimating Channel Brand--Case Research Of LY Co.

Based on the typical case of LY Co., this thesis attempts to make a study on the estimation of channel brand by means of case study and theory study. This thesis has put forward the model of estimating the non-terminal channel brand, which has been verified effectively, through using it in the brand management of LY Co.. The author discovers: relative to the shopkeepers, the non-terminal channels (including wholesalers and agencies) have two specialties: reaching the customer indirectly and having relatively simple channel flows. The non-terminal channel is formed by three parts: the superior organization (producer and superior agency), non-terminal channel (wholesaler and agency) and inferior organization (wholesaler and shopkeeper). As for the agency and wholesale, brand is the relationship among superior customers, inferior customers and inner customers. The management of the non-terminal channel brand, at the same time, is the management of customer relationship.The emphasis on estimating the non-terminal channel brand is to estimate the customer's satisfaction degree. The scores we get are not equal to the scores of brand, but they are the most important parts of the brand. The customer related to the non-terminal channel is called Brand Relationship Chains (BRC). The estimation of non-terminal channel brand is to find out the level of customer's satisfaction, get the weighted average, and count out the synthetical score of brand. The process of estimating the non-terminal channel brand is : finding out the Brand Relationship Chains--"giving every BRC an importance degree and a satisfactiondegree, designing the questionnaire--counting out the scores of importancedegrees and satisfaction degrees--arranging working according to the analysis ofthe data results--managing the Brand Relationship Chains--estimating thelevel of customer's satisfaction again, analyzing the effect of the estimation--according to change of competing environment and region economy development, repeating the management of Brand Relationship Chains. To sum up, the theoretical contributions of this thesis are: putting forward the conception of non-terminal channel and Brand Relationship Chains; building up the model of estimating channel brand. The practical contributions of this thesis are: estimating the brand of LY Co.; getting the synthetical scores of brand; raising customer's satisfaction degree of LY Co. by way of brand management.The thesis is divided into seven chapters.Chapter one, two and three discuss the object, purpose and value of the study, the achievements methods and process of the study as well as the basic theories.Chapter four defines the non-terminal channel and the brand of non-terminal channel.Chapter five defines the Brand Relationship Chains and builds up the model of estimating non-terminal channel brand.Chapter six applies the model of estimating non-terminal channel brand in the case research of LY Co.Chapter seven summarizes the whole thesis.