文本描述
Abstract
Sinolight, founded in 1952, is a typical representative of state-owned enterprises in the
supplies field in China. The main business line of Sinolight is the distribution of paper pulp.
After a long term importing and selling of pulp, it has accumulated rich marketing
experiences. But, with the development of market economy and intensification of
competition in China, it is difficult for Sinolight to remain competitive in the future. The
main reason is the limitation of its marketing channel. For instance, only emphasizing onthe
sales while ignoring marketing management, no gains-to-scale is achieved. And, the level
of marketing channel management, the ability of distribution and developing is inadequate.
So, for the company, the main problem that should be solved urgently is how to establish
the marketing channel efficiently.
After introducing the background, objective and scope of the research work briefly in
Chapter 1, the author analyses present marketing situation of pulp in Sinolight in Chapter 2.
As one of the industrial materials, the length of marketing channel of pulp is shorter than
that of other materials. So, the characteristics of pulp marketing channel of the company is
worth study. Also, by comparing the Sinolight with its competitors, the author identifies the
advantage and disadvantage, the opportunity and challenge of the company. And, the
requirements to its marketing system are given at the same time.
Marketing channel is one of the important resources of enterprises, but it is also the
most volatile. The marketing channel strategy is one of the main factors that affect the
competitive power. In chapter 3, the management theory, the development strategy, the new
tendency and changes of marketing channel are discussed firstly. Then, the author states the
answers to when to innovate, how to design and manage the channel. The practical
procedures are also given here. The purpose is to find the direction of improvement for the
company from modern theories and successful experiences.
Distributor is an important member in the marketing channel. The survival and
development of distributors, especially pulp distributors, is discussed in chapter 4 in detail.
According to the requests of cooperation, it is necessary to set up strategic alliance betweensuppliers and distributors. The principles and procedures to successful combination are also
analyzed.
Finally, the author proposes measures to solve the problems of Sinolight. In order to
enlarge the market share, Sinolight should adapt itself to the new conditions by establishing
marketing channel strategy, improving marketing channel policy, choosing product brand,
combining manufactures, applying single level structure channel (MRC), setting channel
brand, perfecting channel management and solving conflicts in channel.。