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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 |
portant is the marketing strategy in accordance with particularity of the China market. Thus, the major objectives of this paper are to identify the successful marketing channels practices of MNSC in China and present the comprehensive realities of China's MNCS marketing channel strategies (especially the channel structure, member recruiting and conflicts management). In addition, it identifies and explains the main factors that influence channel structures in order to understand the planning of channel structures deeply. On these bases, it also aims to identify the marketing channel issues--standardization and localization arising in China. The specific research questions include:
(1) How the marketing channels of MNCS in China structure and what the driving factors that impacting the choice of MNCS when make channel structures decision, or which one is most important among the typical factors (i.e. product, consumer, company and et al)?
(2) How MNCS recruit Chinese channel partners in order to win the competition advantage and lower the channel cost?
(3) How MNCS harmonize the channel partners’ view and behaviors with their marketing strategy or what kind of tool they frequently rely on?
This thesis adopts realistic study method. It selects some typical MNC, which are of the most brand value in China and have succeeded in building and managing channel in China. To obtain a systematical understanding of the channel strategy of these MNCS in China, 英语论文网 【http://www.51lunwen.org】the research focuses on the main task of channel research: channel structure and behaviors. The channel structure is investigated in three dimensions(number, type, level) and the driving factors are analyzed. Two issues of channel behaviors are studied: recruiting partner and channel conflicts (collision bettween channel members). The process of the partner recruitment is investigated thoroughly from partner’s selection to evaluation and adjustment. As to the channel conficts，three types(including vertial, horizental and multi) are analyzed and the methods of solving the conflicts is investigated. An analysis of distinctive solution of conflict for MNCS is carried out applying the theory of channel power (the ability of one channel member to control the decision variables of another member).
This paper consists of five parts. Part one is presentation of problem that pointed out the significance of the thesis as well as the research method and the review of the relevant documents. The second part illustrated the concept of marketing channel, channel structure, channel conflicts and channel power, which described the basic conception, design process and functions of marketing channels and also the necessity of establishing marketing channels. The third part we introduced the data collection methods and research frameworks. The fourth party made an empirical study on the marketing channels established by MNC in China. The article concluded the various marketing channels stra
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