Research On The Cultivation Of Enterprise Channel Force Based On Value System

At present, it is the competitive period in China, and rationality and maturity achieved by the cruel competition in most of enterprises. These kinds of rationality and maturity are not only reflecting management philosophy, but also the patterns of behaviors of this philosophy guide. Competition promotes marketing theory to come to maturity and encourages marketing field to innovate. Marketing channel, one of the most significant resources in modern enterprises, supports the whole marketing processes of businesses and can not be ignored in the marketing activities. However, management should be more deeper and detailed to improve the resource efficiency in the enterprises which demanded by this fierce marketing competition. Therefore, the agglomeration of channels and the control of terminals pay more and more key roles in these competitive activities of marketing. The enterprises in 21^st century winning the "games" depends on terminals, yet the key of controlling the terminals is to construct strong channel force, which relies on agglomeration and integration of channel resources.The goal of competition is to win the market. Marketing force is a very important part to marketing foster, as well as the channel force is also significant part of marketing force. Thus, realizing, fostering, distinguishing and promoting the importance of channel force prove to be a substantial problem and one of essential tasks. During the channel force fostering, no matter making use of recent channel resources and creating it, we should grasp the developing tendency of channel strategy. For these reasons, enterprises could timely and correctly understand as well as command the developing change of marketing channel to choose the channel strategy suiting for marketing activities. Then it forms competitive channel advantage.This thesis bases on the theory of value chain, marketing channel management and enterprise capability. It adopts the method of unifying analysis and integration and linking up generalization and deduction as its tool; defines the connotation of marketing channel force; confirms its construction and value system during the forming process of fostering channel force; analyzes these following main effective factors on the basis of channel force cultivation: industry character, competitive environment and enterprise factors; sums up two foster models based on the channel force of the value system: endogenous and outreach models; then it gives forward to three strategies: integration, control and cooperation and sets up a evaluation model and application assumption via AHP. In short, the author, to some extent, wish that it will make practical guide effect to channel force management activities from the views of value-added capability. Therefore, the research of this subject qualify momentous theory value and realistic meaning.