Research On The Influence Of The Enterprise Distribution Channel Choice In Clusters

The deeper of the economic globalization process and the transformation of domestic economic development mode have provided more expansive stage and space for the future development of industrial cluster. At the same time, how to successfully realize self-continue and update through industrial cluster upgrade has been the primary topic of cluster. Nowadays, market competition not only means the competition of products, but also the competition of channel. Clustered enterprises can improve their marketing channels and other aspects through marketing innovation in lower reaches of global value chain. When choosing marketing channel, Clustered enterprises should take each aspect of limiting factor into account and establish channel strategy which meets the character of clustered enterprise to boost smoothly transformation and sales target realization of enterprises.Through carding of related theories, firstly the factor which affects marketing channel selection of general product and trade was researched, find the common points. And then on the basis of the feature, concluding the factors which affect marketing channel selection of clustered enterprise. Under this foundation, constructing the model for researching. There are mature enterprise clusters in Guangdong and Zhejiang province, and the feature of cluster is evident and enterprises are trying their best to search sally port of channel construction. This thesis researched on enterprise cluster of these two places in theory basis. On the basis of the questionnaire survey and field research, we obtained the latest dataset and related materials, and then proceed to analyze deep and empirically, finally except the same factors with the general enterprise like market factor, the factor of customer purchase action, the factor of enterprises’own, the factor of channel intermediate links, we confirm that some special factors which affects marketing channel selection of clustered enterprise are existent. Such as the role of government and industry association, highly concentrated of the enterprise, the correlation of products and so on. These factors have an important impact on the selection of the marketing channel selection of clustered enterprise. On the basis of the research results, this article puts forward the specific and practical suggestions. So that it can provide the advanced idea, reasonable idea and effective methods for the strategy implementation, the selection of model about marketing channel selection of clustered enterprise. The innovation of this article is using the actual investigation and empirical analysis to research the factors which affect marketing channel selection of clustered enterprise.