The study of channel management at Owens Corning entering into Chinese roofing market [3]
论文作者:51lunwen论文属性:硕士毕业论文 thesis登出时间:2008-09-08编辑:点击率:7607
论文字数:24954论文编号:org200809081749485159语种:英语 English地区:英国价格:$ 132
关键词:studychannel managementOwens Corningentering intoChineseroofing market
lue chain which facilitates the delivery of finished products to end consumers. Its primary function is to bridge temporal and spatial gaps between supply and demand and to facilitate exchange of goods and services ( Kacker et.al. 1991,p.2). They have been acknowledged in the literature as being a vital source of competitive advantage and cost savings (Narus and Anderson, 1996, p.112; Day, 1990, p.2). It is agreed among marketing manager and scholars that channels deserve some type of nursery at their entry a new market so as to protect them from violent competition from local business enterprises (i.e. Bowersox and Cooper, 1992, p.18). Therefore, channels have become a critical part of the exploration of regional and world marketing. Theories on marketing channels are various in western literatures. Regarding channel structure and conflicts, there are various literature that formed a main stream of marketing channel theories. These theories are based on Microeconomics and Industry Organization theories. They focus on the efficiency of channel system try to analyze the change of channels through economic models. Though these theories are quite mature and applicable in western countries, they meet a great difficulty in applying to China’s unique situation which deemed emerging economy. The channel strategy in the emerging economy has its own special characteristics as some literature point out, such as high risk of uncertainty, weak legal system,opportunism (Don Y. Lee,2001), different apprehension of the channel power (Zhangli and Marsha A. Dicksan, 2004). How to lower the risk of flee goods, price war which is common in the emerging market at the planning stage and how to resolve these conflicts is not fully explored. The purpose of this article is to highlight the channel practice at the entry stage and develop a comprehensive practice that incorporates the marketing case study into current marketing channels research. So the author tried to explain the factor that impact channel structure and developed an implication that can be used on China’s situation, i.e., how to design a suitable distribution channel and resolute the channel conflict on a standpoint of manufacturers, especially the problem of choosing which channel structure.
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