Research On The Control Model Of Marketing Channel For Outdoor Leisure Product

The marketing channel is the important stage of sales in company; it is the place that the product sent from manufacture to consumer. It is related with sales performance directly if the channel is smooth and efficiency.The stability is the key requirement for the channel performance due to the channel is so important. Even the widest channel also is worried if it is out of control. Manufacture often is enslaved to the retail trader who is stronger and stronger in the marketing condition. The international super retail group not only control the sales point but also control the manufacture by the private label which extends to forward. For the manufacture, it is very difficult nowadays, because, the conventional channel control models such as the brand control model cannot control the channel effectively. As a result, it is an important question to research for current Chinese manufacture industry that how to keep the manufacture’s independent living ability to some extent by the channel is under control.Therefore, the channel control model is the study objective in the thesis. The channel control model for outdoor product industry is raised based on the basic principles and theories of channel, channel control, channel control model, and the actual practices of X company. Generally, this study mainly includes there sections listed as below:First of all, finding out the problem and setting up the goal. Although the X company is the biggest one with long history in the outdoor industry, but it also has to face the difficult situation that its own bottleneck in the grow process and the new corporations are growing up very soon. A lot of channel traders have worked with the X enterprise together many years and, some of them are grown up with the support of the X enterprise. Even that, the X enterprise cannot eliminate the competitors from its channel trader by agreement or contract due to it is limited by the law. Normally, the new enterprises have the lower cost advantage and, some distributors want to share more profit by purchasing from different supplier. So, the X enterprise urgently needs to improve its marketing channel control method.Secondly, looking for related theory and setting up the model. For solving the above problem, the literature of channel, channel control and channel control model for manufacture are studied carefully, and then find out the related ones. The channel control model is raised by the synthetically way based on these theories to reach on the channel control power improved purpose. The core of the model is that the thinking process and method based on improving the brand strategy, improving the channel structure and channel relationship by changing the policy, production cost down by mass production, getting more product difference advantage by researching and developing new key product, improving the service level by information system improvement in the order process and logistic process area, and satisfying the channel trader and consumer by improving the service level.Thirdly, model executing and control. The method of model executing and control procedure is the objective, plan, structure, execution, measure, control, reward and improvement. This is based on the thought of focus on the objective and, improving continually.The X enterprise is the example of a few manufactures which share the main market in this industry, so, the channel control model and the implement method based on the analysis to the X enterprise is significant for this industry. Thus, this study is belonged to the innovative application of marketing theory.