The Dw Of Marketing Channel Innovation And Management

The wood floor industry is one of the fast development professions in recent years in China. With the low barriers of profession entering, the number of factories and companies which product wood floors increase quickly. The enterprises which product wood floors have more than 2000 at present, and this made supply exceed need in the market. So the wood floor profession tends to be a full complete market, and this kind of market inevitably caused the profession competition to be fierce, the product homogeneity, the enterprise and merchant's profit level drops, simultaneously, also caused the marketing channel disorder. Moreover, because the macroeconomic policy and the international trade influence, the wood floor trends to be make the marketing channel constructed and improved. It is one of the most important things that how can we analyze and solve this questions according to present situation.This article rests on the marketing channel theories, uses the particular data of DW Corporation, and has analyzed the marketing channel scale of DW Corporation, obtained the reason why the three and four level of the marketing channel of DW Corporation gradually turn narrow; established the linear return model. Using sales data which has affected the DW Corporation channel quality in recent years; analysis nine factors with the EXCEL software and obtained the main factors to the DW Corporation at present which have affected marketing channel; through these factors, also derived several direct reasons which affects the DW Corporation marketing channel. Then through these reason analyzing, the article proposed the DW Corporation marketing channel improvement program, and has researched the DW Corporation future channel management in the fifth chapter. I hoped this article can change and improve the DW Corporation's marketing channel to be more effective, and I also hoped it can provide a model for the wood floor enterprise's channel improvement.