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es 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 strategy represented by famous MNC after the systematic analysis for the evolvement, type of VMS (vertical marketing system), channel structure dimensions, and management of marketing channels. The fifth part raises some suggestions for companies in establishing marketing channels in China.

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