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Research on Industrial Marketing Channel Management

Author: ZhouChaoJie
Tutor: WeiChengLong
School: Henan University
Course: Business Administration
Keywords: Marketing channels Channel management Industrial marketing
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 100
Quote: 0
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Marketing channels——a strategic resource, as a very important part of the marketing, has animportant role in today’s society full of business competition. As more and more companies focusing oncustomer relations, so choosing the marketing channels closer to the customers, optimize marketingchannels and combine meeting customer demand marketing channel model with product,technology-driven marketing channel effectively, to adapt to the needs of future market developments andthe world economy, and having efficient marketing channel management, has became the subject thetheory and business circles have to face.In the modern industrial products’ marketing elements, for the industrial product, the channel is one ofthe most complex, most subtle and difficult to control, is the most potential energy and tension link. Goods,resources, capital, information, services, etc. add value through the flow in the channel, a number ofsuccessful companies let channel construction as their core competitiveness, and let channel as theintangible assets to operations, and have received a significant effect. The article begins with theories ofmanagement from the marketing channels, combined with the characteristics of industrial marketing andmarket advantage to establish a specific analysis,, and analyzes Xuji transformer company’s channelmanagement as the example, stresses that the channel management has played a crucial role for thesmooth development of the Xuji transformer’ marketing activities.In this study, a literature search, qualitative and quantitative research and combining theory andpractice had be used. Divided into six chapters. Chapter one is an introduction. Introduces the researchbackground, significance, domestic and international research status, and describes the research methodsand content of this article. Chapter two introduces the management theory of industrial marketing channels. Include: the concept and the role of marketing channels, composition of industrial marketing channels.Chapter three is the analysis of the current situation of the Xuji transformer’s channel management.Describes the the Xuji transformer company’s marketing channels and current business environment.Chapter four is the design of the the Xuji transformer’s industrial marketing channels. Including the basisfor the design of marketing channels, the basic principles and procedures. Chapter five introduces Xujitransformer company’ management and control of the industrial marketing channels. Include: channeltraining, channels communication and channel conflict control. Chapter six is the conclusion of thisstudy.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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