Research On Enterprise's Marketing Channel Crisis And Its Forearm Management System

We live in a society full of crisis and work in a company full of crisis. The crisis is prevalent, no matter for the rich and powerful or the ordinary people. Marketing channel is an external organization designed to distribute. As an external resource, marketing channel should be coordinated but controlled by the corporation. As the policy and law, economics, society and culture, and technology change constantly, the uncertainty of the marketing channel is greater and greater, the risk of the marketing channel is greater and greater, there would be marketing channel crisis at anytime.First of all, the author introduced the research status about crisis management theory and marketing channel crisis management theory.Secondly, the author described the definition, characteristics, symptoms and main forms of marketing channel crisis. What is more, the categories and life cycle of the marketing channel crisis are introduced. And then, the author distinguished marketing channel conflict, marketing channel competition and marketing channel crisis.At last, on the side of marketing channel management, the author used crisis management and forearm management idea into marketing channel crisis forearm management, and constructed the basic frame of marketing channel crisis forearm management system. The systemconsists of three sub-systems as following: crisis forearm and alarm sub-system, crisis control and management sub-system, crisis recovery and redevelopment sub-system. And then, the author introduced the basic management function and work contents of every sub-system.In the crisis forearm and alarm sub-system, the author introduced its main function, how to establish forearm indexes, the way to generate the forearm index and so on. In the crisis control and management sub-system, the author introduced six procedures of marketing channel crisis control and management: affirm crisis, import resources, control crisis, solve crisis and find chances after crisis. In the crisis recovery and redevelopment sub-system, the author introduced the main contents of marketing channel crisis recovery management and the redevelopment of the crisis forearm and alarm sub-system.