| The revolution of marketing channel is a very hot theme in the marketing field, if you search marketing channel in the search engine GOOGLE, you will find about 2300000 results, from the home appliance to the mobile phone industry. In such high speed developing industries, the marketing channel's establishment and development is always the core part of their marketing development. Many scholars and experts in the marketing field have made many research and analysis. But these research and analysis mainly focus on manufacturing industries. Nowadays, there is little research about marketing channels of service industries.Yet along with the Internet economics' development, some traditional service industries are combined with the Internet, generate many new industries. On-line education is one of them. On-line education's generating and development is the result of the deeply and widely implementation of the modern technology. And together with the development of digital medium, internet and satellite communication, people have seen the importance of studying and the great potential of the on-line education, thus the leaping development of the on-line education comes into people's life. This thesis discussed the operating problems arose in Beijing No. 4 Middle school on-line education marketing channel, and the author hopes the results of this thesis can be helpful to both the theory and experience of on-line education.Beijing No. 4 Middle school on-line education is a company, which supplies on-line education service based on Beijing No. 4 Middle School. During its development, the establishment and development of the marketing channel is the main difficulties. Based on the theory of marketing channel, this thesis discussed the method of establishing marketing channel in the industry of on-line education. First, the author introduced the acknowledgement of establishment, introduced the theory base and the nowadays-developing condition of the marketing channel in the on-line education industry. And the problem arose in the establishment and maintenance process of the Beijing No. 4 Middle school on-line education company. Further more, the author gave suggestions in different aspects of the structure construct, the choosing of channel members etc. And a series of assurance procedures were supplied according to the suggestion of channel revolution. |
