Research On The Marketing Channel Of Jiangsu SFT Lighting Equipment CO., LTD.

With the systemic marketing channel management theory, the general study about SFT marketing channel was done after the analysis of marketing channel of lighting industry and it's significance. The paper consists of 6 chapters. First, the background and meaning of the study was introduced in exordium. Second, the inside and outside circumstance of SFT company was analyzed, for example: brief introduction of SFT company and industry analysis etc. Interrelated problem of SFT marketing channel and it's source was discussed in the third chapter. Fourth, that how to design marketing channel of SFT company was analyzed, Such as marketing channel structure design,choice of the marketing channel project structure and channel member etc. Fifth, that how to manage SFT company marketing channel was discussed, such as dealer assistance,motivation,evaluation,and management of marketing channel conflict,logistic and the whole viewpoint of marketing channel. Finally, it is paper conclusion and the following development prospect to SFT company.This paper tries to apply the management theories into practice,such as Marketing Management,Strategy Management and Human Resource Management,it also keeps close eyes on the advantage of internet for using into practice, synchronously,relation marketing,supply chain management and motivation theory were applied to make company more powerful and adaptive to the current market, and keep competition advantage over its rivals.Through the practical research of SFT company, the thesis aims to contribute a little to making up the marketing channel strategy and marketing management for other enterprises, especially for the enterprises in lighting industry.