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 论文编号：
org200806300813333990 |
| 论文属性：
MBA Thesis |
| 论文语言：English |
| 论文国家：Holland |
| 登出日期： 2008-06-30 |
| 字数： 16798 |
| 源程序：
无 |
| 价格：
300 |
| 参考相关附件： |
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| 论文大纲，目录 |
| 关键词搜索：Standardization Localization case study marketing channels Multinationals Mainland China Channel structure Methodology Data Collection Vertical conflicts Horizontal conflicts |
ing creditable distributors and providing differentiated channels in different regions or for different customers, the multi channels conflicts is not fully perceived. The discuses also show that the channel theories developed in the developed market are feasible in the developing market.
At last, this dissertation makes some recommendations for enterprises that hope to exploring the new market and some suggestion for further studies.
Key words: marketing channel, channel structure, channel partner recruitment, conflicts
Content
Chapter 1 Introduction 1
Chapter 2 Literature review 4
2.1 The definition of channel 4
2.2 Channel structure 5
2.2.1 Channel structure 5
2.2.2 The driving factors of the channel structures 7
2.3 channel behaviors 8
2.3.1 Channel partner recruitment 9
2.3.2 Channel conflicts 9
2.3.3 Channel power and conflicts resolving 10
Chapter 3 Methodology 12
3.1 Case Selection 12
3.2 Research Design and Data Collection 12
Chapter 4 findings and discuss 16
4.1 The background of MNCS’ channels of in China 16
4.1.1 The evolvement of MNCS’ channels in China 16
4.1.2 The type of VMS 18
4.2 The channel structure of MNCS in China 20
4.2.1 The structure of MNCS’ channels 20
4.2.2 The factors that impact the channel structures 25
4.3 The ch英语论文网 【http://www.51lunwen.org】annel partner recruitment 29
4.3.1 The process 29
4.3.2 The assessment of partners 31
4.4 Channel conflicts 33
4.4.1 Vertical conflicts 33
4.4.2 Horizontal conflicts 36
4.4.3 Multi-channel conflicts 37
Chapter 5 Conclusion 38
5.1 marketing channels in China 38
5.1.1 Standardization and localization 38
5.1.2 The factors that impact the channels structure 40
5.1.3 The channel conflicts in the developing market 42
5.2 Recommendation 43
5.3 The limitation of the study and suggestion for further study 44
Appendix 1 Summary of the interview with a market manger in MNC 46
Appendix 2 Summary of the interview with the distributors: an example 50
Bibliography 53
List of figure:
Figure 1 the MNCS’ channel at the start stage in China 17
Figure 2 the MNCS’ channel at the development stage 17
Figure 3 the channel adopted by Nokia in China at two stages 22
Figure 4 the marketing channel of BMW in China 22
Figure 5 the channel of Owens Coring in China 23
Figure 6 the channel structure of Siemens in China 25
Figure 7 the routine of recruitment of distributor in MNCS 30
Figure 8 the policy of Pepsi’s return point program 34
List of table:
Table 1 the data collection methods 12
Table 2 the Channel Structure Adopted by MNCS 14
Table 3 the categories of critical driving factors
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