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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 channel 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 for channel structure 15
Table 4 the Channel Conflict Solution in MNCS 15
Table 5 the channels adopted by Coca Cola in China 21
Table 6 the character of different channel structure 25
Table 7 the comparison of Amway’s direct sales 28
Table 8 the policy of return point in Owens Corning 34

Chapter 1 Introduction
Marketing channel is “a set of interdependent organizations involved in the process of marketing a product or service available for use or consumption” and is often viewed as “a key strategic asset of manufacturers” (Anne, 2001). 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). It is agreed among marketing managers and scholars that channels deserve special attentions so 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。