Kodak Multi-channel Distribution System Design And Build,

This thesis analyzes how the Kodak Company, which is the mostfamous traditional imaging company in the world, under the impact of digitalagitation all over the world, keep their monopolistic status in the traditionalanalog product market, simultaneously fight for the preponderant position inthe digital product market for adapt to the market conversion. The trailblazingmulti-channel system of Kodak Company has the typical referencesignificance for the other enterprises in the marketing transform.This thesis analyzes the Kodak company medical product with themarketing theory, strategy theory and organizational management theory,confirmed the different sales policies with the product life cycle theory.Comparing with the marketing channel design principle, the design purposeand the design strategy between China and the west countries, concludes thenecessity and the feasibility of Kodak Company establishing themulti-channel system for the multi-product system. This thesis discusses thedesign and the establishment of the multi-channel system emphatically fromthe channel design principle, executive standard, executive method, internalmonitor and channel selection etc, discussing the relative modulation oforganization and the responsibility of the staff. Finally, analyzes the ensuringmethod for the multi-channel system from the technique and human resources.This thesis concludes the advantages of the multi-channel system as below:enlarge the coverage of marketing;increase the profit of the company;satisfaction the customers. Also there are three shortages as below: decreasethe loyalty to the manufacturer;difficult to protect the price;channelrelationship complex;need high quality staff.