The Research On Management Of Zhejiang Great Wall Group Marketing Channel

Along with the development of the world economic integration process, the competitions at the international level is getting increasingly intense. With such an external environment with drastic changes, the marketing channel has become the main focus to which enterprise always pay special attention and obtaining and managing a good marketing channel will definitely be a key fact enabling an enterprise to stand better in competitions with its counterparts. Zhejiang Great Wall Group, as a fast-growing company, encountered with fierce market competition, find itself at a disadvantage market position.This thesis firstly reviews the development process of international and domestic marketing channel theories of the past century, documenting many theories involved in the marketing channel management, and then describes marketing channel management of Zhejiang Great Wall Group in details, and proposes a plan to optimize its marketing channel, aiming at solving problems lying in the marketing channel management, based upon my internship experience at the marketing center of Zhejiang Great Wall, together with the surely conducted for a year. The detailed plan is as follows: To put forward a transformation strategy for the concept of marketing channel management and a general strategy for the marketing channel management pattern as well; To renew our management concept according to the up-to-date concept of the marketing channel management; To establish the so-called "drawing type" in the channel operation; To construct a more flatten channel structure, a multiple-channel type, a partnership relation in the marketing channel and the optimization of pricing, promotion as well as channel management. Finally, this thesis elaborates on the implementation to optimize marketing channel management of Zhejiang Great Wall Group, analyzing principle might be involved in the implementation, and goes even further by proposing the implementation steps and the safeguard mechanism.The marketing channel question is the question which many enterprises are very contused with and needs to be resolved urgently. It is also a question, particularly, on how to design the marketing channel pattern which and the implementation channel management according to the product characteristic. This thesis has the significant practical significance to our. Enterprises marketing channel management in the electric appliance industry helping enterprises choose the channel pattern, appraise channel members, manage marketing channel to provide discussions regarding development directions and offer the policy-making supports for innovations in the enterprises' marketing channel management.