Reverse Marketing Channel Mode Terminal Management Studies

The function of the marketing channel appears day by day. And retailer as " gatekeeper " of marketing channel, keeps in touch with " God " directly, and has made function of " facing a kick of the door ". The reverse mode of the marketing channel has fully reflected the principle of regarding market demand as the center and customer as God, giving consideration to the convenience and economy of the marketing channel, so regard retailing management as the key. This text considers in terms of manufacturer, on the basis of the reverse mode, proposes manufacturers launch positive marketing and side marketing during retailing management, set up customer marketing channel, control the retailing, and integrate the supplying chain management..The first part of thesis is the summary of the marketing channel management, has described the influence on enterprise's operating and marketing, having introduced some basic theories about marketing channel, including its characteristic and structure, and explains function and procedure of the marketing channel. It makes us see clearly the goal and content of channel management. Find through analyzing, set up the high-efficient marketing channel that operates to manufacturers is very important.The second part of thesis has introduced this channel mode that is rich in the innovative meaning. The reverse mode of channel marketing accords with the demands for market development, build the channel system in order to be different from the traditional method, namely is " reversibly doing the channel ". This chapter introduces comparative advantage of reverse mode, put forward to the mode and its characteristic, rationality, principle and how to implement the reverse mode. Through analyzing the conclusion is drawn that the reverse mode has its feasibility of implementation and rationality of existence, so it can bring the different competition advantage to manufacturers.The third part of thesis introduces the proposition of retailer under the reversemode. The reverse mode changes the thinking of channel setting up, makes it close with the retailer's distance, retailer as key link of the reverse mode, its construction and cultivation will influence the whole channel. So, the manufacturer must know the retailer and its role's characteristic, combining the characteristic of the reverse mode, manufacturers could choose the retailer of matching with the reverse mode, and make an effective position, thus set up reverse mode.The fourth part of thesis has told the channel conflict between manufacturer and retailer in the reverse mode. Though the channel relation in the reverse mode turns from trade type into a cooperative partner type, on the basis of believing in, communicating, making great efforts to realize win-win, however, the direct contact of the manufacturer causes the channel conflict to be unavoidable. This chapter introduces some basic theories of the channel conflict and playing chess of channel power, and indicates the reverse mode accords with channel developing direction, so, the manufacturer should find the origin cause of formation and realistic conflict in distinct reverse mode, and evades the conflict through the cooperation.The fifth part of thesis expounds retailing management in the reverse mode especially. Because the retailer is a key ring in the reverse mode, and manufacturer's conflict is unavoidable, having a great deal of realistic problems too in manufacturers' management to retailer, all these have influenced the channel efficiency, so, it is very essential to strengthen retailing management. This chapter proposes on the basis of analyzing current situation of retailing management, manufacturer should regard retailer as partner, meet the final consumption demand together through satisfying retailer, at the same time, introduces the relation management in the marketing channel, on the basis of harmonious relation, strengthen itself to control retailer, thus guarantees the realization of the channel goal.In sum, the reverse mode of marketing channel is the innovation in the...