| Most producers use intermediaries to bring their products to market. They try to forge a marketing channel—a set of interdependent organizations involved in the process of making a product or service available for consumer and business user. Marketing channel is a key factor to the profit, efficiency and management of a company. Since landed into the China market in 1995, laminate flooring product has benefited from the fast economic growth of the Country in 1990s. The growth of the laminate flooring business has attracted huge amount of new investments while we step into the 21st millennium, scale and capacity of the laminate flooring industry in China has undergone rapid expansion since 2000. Due to the huge number of new entrants, laminate flooring market has become very fragmented and is characterized by over capacity and fierce price competition. Very few manufacturers are successful in differentiating themselves and the cost pressure has led to the influx of low quality and inferior products, which has severely damaging the image of laminate flooring and hurdle the development and innovation of the industry. What's the future of laminate flooring? GD company has made substantial development since its factory was built up in 2003. The company focused on how to raise the outcome. At the same time, the laminate flooring market became more and more competitive and the price became more and more cheap since 2003. The company's living condition faced challenge that never happened before. This text aimed at the marketing channel in administration and did some analyses and investigation in marketing channel of GD Company. The thesis consists of four parts. At first, the article summaries these marketing channel problems of... |
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