Study On The Marketing Channels Of Tian Yin Electronic Audio & Video Publishing House

In China, the marketing channels are receiving more and more attentions from enterprises in recent years. But in the past decades, China took a planned economic system and constraint the circle of commodities. Which resulted in many serious problems in setting and managing marketing channels for most Chinese enterprises. The electronic audio & video press is a relative new industry, and studies on the marketing channels of electronic audio & video publications are very limited.This paper based on modern marketing channels theories and discusses any issue in the design and management of marketing channels taking Tian Yin Electronic Audio & Video Press as the case. This study will not only contribute to the present literature on marketing channels, but also useful in guiding Chinese electronic audio & video presses.Marketing channels of enterprises is a very broad concept and includes widespread contents. Therefore, this paper focuses only on some special themes. In detail, the main contents of this paper are as follows.Firstly, we analyze the status and problems of marketing channels of Chinese electronic audio & video publications. The electronic audio & video is a special and new industry, which influenced by the modern IT technology largely. These characteristics of this industry determine that its marketing channels are not perfect and confront some problems. The paper discusses the characteristics of electronic audio & video publications, the development status of this industry and its present marketing channels.Secondly, taking TianYin Electronic Audio & Video publications as the case, this paper discusses the model and the issues of marketing channels of Tianyin based on modern theories on marketing channels.Thirdly, this paper also discusses the management of marketing channels of Tianyin, especially the distributors management and conflict management, and draws up the distributors management measurement...