| As one "P" of "4PS", the classical marketing channel theory, was put forward by Jerome McCarthy, the American scholar in the late 1950s, but had been ignored for a long period in China., at the same time there are still many problems and disadvantages about Chinese enterprise's channel in this paper take analysis distribution channel's evolvement history of Chinese enterprise and existed problem about channel's structure as a base, channel's structure would be as central research content, try to put forward a new channel structure and construction method for overcoming traditional channel structure's disadvantage and limitation.Take customer's Demand for channel as beginning point in this research, and resorting to thoughts of flexible management theories and flexible organizational theories, this thesis puts forward the flexible channel structure theory, which is based on the combination of traditional channel structure and various channel tactics. Guided by flexible channel structure theory, it also builds the model of flexible channel structure. And finally in this thesis it also probes into constructional steps of flexible channel structure and method by using market survey, factor analysis, cluster analysis etc ways.This thesis consists of five chapters. Chapter 1 mainly introduces relative theories about channel, channel structure and channel structure construction, as well as backgrounds, significances and methods of this research. Chapter 2 amply describes current enterprises' problems and development trends of channel in China. Chapter 3 brings forward flexible channel structure theory, builds the model of flexible channel structure, and analyzes advantages of flexible channel structure and matters needed attention when it is in use. Chapter 4 presents construction steps and methods of flexible channel structure. Based on the data through investigation on the spot, Chapter 5 makes an empirical research, choosing wooden floor as the research object. |
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