D Company Design Research And Marketing For All Product Channels

Marketing channel is the key of success. The change of marketing environment requires the lighting enterprise to make corresponding adjustment necessarily. The key of marketing channel management lies on that the clients can be provided with satisfactory products and service at their requiring time and requiring place.Based on research of domestic and foreign relevant documents, by using modern marketing theories and taking company D as an example, this article made a research on lighting companies marketing channel design and management. It’s composed of five sections:Section Ⅰ is the preface, which makes a summary of lighting industry marketing channel research background, purpose and meaning, actual condition and application methods.Section Ⅱ is the theory basis of the research, which makes a summary of relevant theories of marketing channels, including implication and function of marketing channel, category of marketing channel, design step and influence factors, management and new development of marketing channel.Section Ⅲ gives an analysis of the current situation of both domestic and foreign led industry market, as well as the lighting industry market structure, market scale and potential challenge of our country.Section Ⅳ makes an introduction of marketing channel design and management of company D. It summarizes basic condition of company D at first, then makes an analysis of its current situation, finally gives summary of its channel design and management strategy.Section Ⅴ is the research conclusion and prospective. It makes a summary of the whole article, putting forward the deficiency and the plan of the next step.The research of this article extends and richens the marketing channel research of the LED lighting industry in theory, and establishes new channel mode and tactic of the lighting industry through the analysis and optimization of company D as a case, which plays a positive role on companies’channel establishment.