Research And Case Analysis For Company Marketing Network

The marketing network is special property of an enterprise. With the development of marketing theory, marketing management is changing from seeking the maximum profit of one transaction in the former to seeking the optimum relationship between the partners. And it will form a long-term, steady , cooperative the medium agents and customers. This paper discusses the development of marketing network, the major factors that influence the forms of marketing network, the choice of network forms and analizes the case of constructing marketing network .Firstly, the paper discusses the basic theory of the establishment of the marketing network. The wholesalers are the important part in a network and they will influence the network.The information technique provides the possibility for the reform of network and access.Secondly, the organization models and decision analysis are discussed in the paper. Enterprise marketing network has four typical models, including the traditional loose-marketing network, lease-marketing network, the management marketing network and corporate marketing network. We have compared the advantages and disadvantages among them. Before establishing a marketing network, the enterprise must systematically analize the self-factor, product factor, marketing factor and compressive environment. Otherwise, the economic factor is the important one.Finally, according to the former theory, on the basis of investigation into the Changjiang Leather Chemical Industry Products Company in Sichuan,the author establishes a new marketing network for Changjiang Leather Chemical Industry Products Company , adjust the old network and point out that the company should establish filiales in the area which marketing potentiality is large. The filiales should further participate in the selling management and strengthen the control of marketing network.