Research On Innovation Of Multinational Enterprise's Marketing Channel

Marketing channel is an important part of marketing construction, and it has absolutely impact on the profit getting by the process of transporting products from producers to consumers. In the environment of global competition, marketing channel management has become significantly important to companies.Based on the case study of some multinational enterprises' this paper gives an analysis of multinational enterprises' innovation in marketing channel operation and management from three different aspects, including channel pattern, channel relationship and channel outlet management in China. Chinese enterprises can learn from these experience: that companies should establish a proper channel system and try to make innovation following the development trend of marketing channels; that they should build a relationship-oriented marketing channel system which aims to achieve mutual benefit on the basis of trust and cooperation; and that they should place more emphasis on outlet coverage and operation, making intimate contact with retailers and consumers to reach their sales goal.