Study On Marketing Channel Innovation For The U Digital Image Division

The dissertation takes the U Digital Image Division as the object of study, analysis andstudies the strategy and implementation of marketing channel innovation from2010to2013by the tools of literature methodology, case analytic method and theory analytic method.The dissertation briefly introduces the theories of marketing channel innovation and thedevelopment of marketing channel of the U Digital Image Division, analysis the marketingcompetition of scanner market and the impact caused by the competition, point out the mainproblems of marketing channel of the U Digital Image Division before innovation. Based onthe analysis of four driving factors for marketing channel innovation as well as internal andexternal conditions for execution of innovation, the dissertation introduce the strategies ofmarketing channel innovation and relevant supporting measures. Furthermore, the authoranalysis the main obstacles and problems during the establishment of multi-channel system,also put forwards the relevant solutions.The dissertation points out that traditional single-channel marketing model can not besuitable for more and more fierce marketing competition. On the contrary, the multi-channelmarketing model becomes the main marketing mode for many enterprises, especially for thescanner producers. Through the marketing channel innovation, the U Digital Image Divisiondeveloped rapidly in spite of some problems such as multiple channels contradiction andhigher operational cost.The research of marketing channel innovation will be important for the U Digital ImageDivision to improve the core competitive strength as well as for the other similarenterprises’ references.