Marketing Channel's Optimization And Control Of MD Corporation

McCarthy's marketing theory proposed that the marketing combination is refers to product (product), price (price), channel (place) and promotes sales (promotion), four essential factors and their combination. But since continuously, when has implemented the 4P (product,price,place,promotion) combination because of the neglect channel construction and the management has the problem the enterprise to emerge one after another incessantly, many enterprises are at a loss how to proceed regarding the changeable market. In the planned economy changes the market economy in the process, various trades and occupations' marketing system had the profound transformation, enterprise's development has not only been decided in can produce how many marketable products, but was decided in can exit smoothly how many commodity marketing, was decided in the flow capacity, the circulation has become the economical movement the forerunner strength, will compete for the marketing terminal, the creation customer competition will be very intense. Through investigates and analyzes us to discover that the textile is specially the bedding is experiencing this kind of process: The market shape by the product actuation stage to the channel, the brand actuation stage makes great strides forward, the market authority center shifts the consumer from the business, the consumer becomes the marketing the center, therefore the enterprise first needs to consider that the customer needs anything, then the reproduction corresponding product, the design appropriate channel meets consumer's need. But bedding enterprise, because lacks the theory instruction, the system research and the profession effective communication, causes many bedding enterprises like to appear briefly, has not been able to carry on the enterprise long-time or bogs down.This article through the investigation domestic bedding enterprise's marketing channel, the bedding consumer consumer behavior characteristic, and unifies the advanced marketing study theory, carries on the analysis to the bedding enterprise, thus discussion marketing channel system's management and optimization. Makes every effort in the market survey and the practice foundation to carry on the proof analysis theoretically to the bedding profession each kind of marketing channel pattern, found one by the time to suit the Chinese Bedding enterprise development the characteristic path.When conducts this topic research, the author take the systems engineering thought as the instruction, according to the systems control principle, the union bedding profession characteristic and the consumer behavior characteristic, to elements and so on bedding question, goal, plan carries on the analysis to the different marketing channel, is the MD Corporation channel design provides the theory support, in carries on the diagnostic analysis to MD Corporation in the foundation proposes the solution to the MD Corporation channel management and the optimization. Unifies the MD Corporation actual state, through the market survey research, thought: The MD Corporation channel construction management is also at the development phase at present, the channel must adapt the enterprise development channel primarily, the traditional long channel lets the enterprise pay more prices, but enterprise's market share is not actually high, but the new channel pattern network channel lets the consumer not easy direct sense organ, lacks the trust, simultaneously is related the network construction will maintain and operates will cause the enterprise to invest is bigger. The exclusive agency construction is the enterprise brand symbol, is the enterprise channel's strategic target, but present by small and medium-sized enterprise China Bedding Enterprise primarily, by the regional characteristic and the local characteristic competitive market primarily, chain-like develops very difficultly this kind of channel the nation, much less unifies the exclusive agency image and transportation's high cost lets be in the development the bedding enterprise to have too many problems to tackle, but the reality and the theoretical analysis let us see the short channel is specially the supermarket, sells the field more suitable MD Corporation's development greatly, MD to become the big brand, lies in raises the produce market percentage of diligently, through the supermarket, sells the field the superiority, enhances the product different electron particle materialization, reduces the enterpriseThe cost, simultaneously through these supermarkets, sells field own chain-like development to make the MD product to expand to the different area, thus further sets up the brand the image and enhances enterprise's competitive power.