Marketing Channel Innovation Of Enterprise Based On Supply Chain Management

Marketing channel connects the companywith markets, and also connects products withconsumers. Onthebasis ofthat,it also achieves customervalueand companyvalue.Withtheproblem of products homogenization, averaged profit, and sameness of promotion methods,it's difficult to obtain sustainable competitiveness only by products, prices, and promotionand so on. Thereby, the construction and innovation of channels becomes a breakthrough.Simultaneously, supply chain management becomes more and more important. Targeting atsatisfying the consumer and increasing profits, the supply chain management not onlyintegrates procurement, production, and marketing, but also reformed or deletednon-value-addedpartstoincreaseholisticvalueofsupplychain.Therefore,basingontheideaofsupplychainmanagement,theinnovationofmarketingchannelshassometheoretical.Basingontheideaofsupplychainmanagement,thedissertationnot onlyanalyzes abuseoftraditionalmarketingchannels,butalsooptimizesmemberrelationandstorageofchannels,and brings up innovation model of marketing channels of the corporate basing on supplychain management. The study has a practical significance in the optimization of channelmanagement and improvement of the channel efficiency as well as the core competitivenessofthecompany.Thedissertationfirstlyintroducestheresearch'sbackground,objectives,currentsituation,and main contents, etc. Secondly, it expounds related theories including supply chainmanagement theory, marketing channel management theory, innovation theory, and inducesthe core concepts of SCM.Then, it analyzes the abuses and related challenges of traditionalchannels in supply chain management. Lastly, it not only optimized member relation andstorage of channels, but also expounds the innovation models ofmarketing channels in detail,includingchannelsoutsourcingmodelandreversemarketingchannelsmodel.