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1、THE INNOVATION STRATEGY OF ENTERPRISE MARKETING IN OUR COUNTRY(From: Jianchun Ke, THE INNOVATION STRATEGY OF ENTERPRISE MARKETING IN OUR COUNTRY. Jiangxi University of Finance and Economics, Jiangxi, Nanchang, 3300137)The enterprise marketing channel innovation is not only the basis of effectively i
2、ncreased market share and sales,but also the important condition of the success of one enterprise. This paper analyzes some of the traditional marketing channel exist in our country and points out its detects,and pertinently put forward the enterprise marketing channels for domestic enterprise innov
3、ation strategy to provide some reference on the development of nowdays enterprise marketing channel.(Marketing management channel; Innovation strategy) 1.IntroductionMarketing channel is one of the most valuable asset of the enterprise, and also be the most variableand greatest asset. It is the path
4、 of enterprise products to consumers through transfer . This pathway includes the sales agency set up by the enterprises themselves, agents, distributors, retail, etc. For the product is concerned, it defenitely not increase by themselves,but through the proliferation service,and the way of increasi
5、ng the added value of the products;With regards to the enterprise, sales channels have the functions of logistics, cash flow, information flow, the role of business flow, and to complete manufacturer difficulties to achieve tasks. 2.The drawbacks of the traditional marketing channelsTraditional sale
6、s channels shows the shape of a pyramid, because of its vast system of radiation ability, it played a tremendous role in occupying the market managing. Manufacturers - total dealer -, level 2 wholesalers - level 3 wholesalesr - retailers - consumers, such channel is the traditional and classical cha
7、nnel rank mode. But, in the environment of oversupplying, and strong competitive market marketing , the traditional channels contains many insurmountable weakness: firstly, the control of the enterprises to the final consumers is limited, the enterprise cannot directly contact with most of the final
8、 users. Secondly, the enterprise must pay large amount of investment to the control of the distribution system . Distribution system internal channels may caused a distribution system and results in looseness, the 1enterprise may put in a lot of man power and to engage with the unified management of
9、 the dealers. Thirdly, final users could not get more sale channels. General customers can only buy someting in spectial stores or special outlets. To the customers, they have no chance to connect the enterprise directly,and the confidence of buying and the possibility of knockdown will be certainly
10、 affected.Traditional sales channel has inhibited some enterprises further development, and have to face the problems of high cost . Many enterprises in the shift in changing traditional sales channel have been benefit from the change. As for the center by total dealers,changing into the terminal ma
11、rket set to center. And the change of the relationship from dealing with charge to partners The traditional channel relationship is “I“ and “you“ relations, namely each channel members are an independent business entities, pursuing the aim of the maximization of individual interests, even at the exp
12、ense of the channel and manufacturers, but now the overall interests of the channel member is to realize his or everyones target joint efforts, the pursuit of double-win (or multi-win). Anyhow, the change of marketing environment requests the correspand enterprise management 3. Marketing channel inn
13、ovation strategyPowerful channel needs the enterprise planners to formulate the rational marketing channels in a creative way of thinking, to a long-term development enterprise, it requests more accurately reflecting the objective need of enterprise as well as the market, and let the enterprise to a
14、void short-sighted of strategic error. No matter how great the past is, how silent the past is, every businessman must be innovative and reform in correspongding with marketing concept, marketing methods, marketing strategy, marketing tool to adapt to the demand of the age of information,thus to obt
15、ain the continued survival and development in the long run.(1) Broaden the pathways on the basis of the original channels.The development of information technology intensifies the environmental uncertainty, with the Internet and the information technology being widely used, the market in space bound
16、ary is broken. Meanwhile, with the emerge in endlessly technical transformation speeding up, and the information have prompted the explosive growth of the connection between the various environmental factors,we need to expand more and more than before. Increasing marketing channel is the good method of refining the original marketing system to work more effectively. Increaseing marketing channel, is the basis of the original channels, and major in the channel w
