Marketing channel change and channel management thinking.doc

 PAGE \* MERGEFORMAT 14 Marketing channel change and channel management thinking Abstract The emergence of today’s marketing channels, the new changes and trends, based on these new changes, respectively, from the level of channel management concepts as well as specific operational level of the enterprise made the author something to think about the management of marketing channels, in order to improve China’s corporate marketing channels a path of thinking. Keywords marketing channel development trend of channel management With globalization, the globalization trend of the formation of consumer buying behavior becomes more personalized, and many other factors, including corporate marketing channels there were many changes, based on these changes, enterprises are to a very good survival and development, we must continue to adapt to the new situation, for channel management of innovation and perfection. Marketing channels as the four basic elements of marketing is one of the links between producers and end-user link is that an enterprise focus on building marketing strategy. Philip Kotler in ‘Marketing Management’ (New Millennium Edition 10th Edition) states that: ‘marketing channels is to promote products or services used or consumed smooth a set of interdependent organizations. ‘Thus, through the marketing channel is to the right place, right price with the right quantity and quality of products to meet consumer demand, but also through the intermediary of marketing promotional activities to stimulate demand. Marketing channels have served as a key external resources, in the operation of the market has a product distribution, service delivery, information communication, the role of capital flows. 1 business trends in the development of marketing channels Company traditional marketing channels, the classic model of the manufacturer - General Dealers - Wholesalers 2 - 3 wholesalers - retailers - consumers. In such a channel system, the product pipeline str