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1、THEINNOVATIONSTRATEGYOFENTERPRISEMARKETINGINOURCOUNTRY(From:JianchunKe,THEINNOVATIONSTRATEGYOFENTERPRISEMARKETINGINOURCOUNTRY.JiangxiUniversityofFinanceandEconomics,Jiangxi,Nanchang,3300137)Theenterprisemarketingchannelinnovationisnotonlythebasisofeffectivelyinc
2、reasedmarketshareandsales,butalsotheimportantconditionofthesuccessofoneenterprise.Thispaperanalyzessomeofthetraditionalmarketingchannelexistinourcountryandpointsoutitsdetects,andpertinentlyputforwardtheenterprisemarketingchannelsfordomesticenterpriseinnovationst
3、rategytoprovidesomereferenceonthedevelopmentofnowdaysenterprisemarketingchannel.(Marketingmanagementchannel;Innovationstrategy)1.IntroductionMarketingchannelisoneofthemostvaluableassetoftheenterprise,andalsobethemostvariableandgreatestasset.Itisthepathofenterpri
4、seproductstoconsumersthroughtransfer.Thispathwayincludesthesalesagencysetupbytheenterprisesthemselves,agents,distributors,retail,etc.Fortheproductisconcerned,itdefenitelynotincreasebythemselves,butthroughtheproliferationservice,andthewayofincreasingtheaddedvalue
5、oftheproducts;Withregardstotheenterprise,saleschannelshavethefunctionsoflogistics,cashflow,informationflow,theroleofbusinessflow,andtocompletemanufacturerdifficultiestoachievetasks.2.ThedrawbacksofthetraditionalmarketingchannelsTraditionalsaleschannelsshowsthesh
6、apeofapyramid,becauseofitsvastsystemofradiationability,itplayedatremendousroleinoccupyingthemarketmanaging.Manufacturers--totaldealer--,level2wholesalers--level3wholesalesr-retailers--consumers,suchchannelisthetraditionalandclassicalchannelrankmode.But,intheenvi
7、ronmentofoversupplying,andstrongcompetitivemarketmarketing,thetraditionalchannelscontainsmanyinsurmountableweakness:firstly,thecontroloftheenterprisestothefinalconsumersislimited,theenterprisecannotdirectlycontactwithmostofthefinalusers.Secondly,theenterprisemus
8、tpaylargeamountofinvestmenttothecontrolofthedistributionsystem.Distributionsysteminternalchannelsmaycausedadistributionsystemandresultsinlooseness,the8enterprisemaypu
