Abstract
Marketing channel plays a key role for the success of an enterprise in gaining competitive edge, markets demanding agility and quick market responsiveness which represent complex phenomena in global competition. To discover the behavior and mechanism of organization, nowadays, more and more people have paid attention to the complexity theory such as self-organization, dissipative structure theory, synergetic theory, etc. The paper introduces the concept of self-organization theories and marketing channel firstly. Then enlightened by the systematical methodology, the paper puts forward the concept of sustainable development of organization on the basis of analyzing the characteristics of self-organization marketing channel. A thorough analysis of the mechanism of marketing channel sustainable development has been made accordingly. Finally, the paper adopts the marketing channel of TCL Group as an example, indicating that the success of TCL Group is mostly due to its effective and efficient self-organized marketing channel.
Highlights
The globalization of economy with more diversified and frequent communion and an increase in customer expectations make a chaotic and complex environment for enterprises
The study points out that agility, reactivity, flexibility and autonomous marketing channel play a key role for the success of an enterprise in gaining competitive edge, markets demanding agility and quick market response in global competition
The objective of this study is to propose a self-organization framework for marketing channel on the basis of the existing theories, and bring forward the concept of marketing channel sustainable development
Summary
The globalization of economy with more diversified and frequent communion and an increase in customer expectations make a chaotic and complex environment for enterprises. Influences of complex factors, problems such as instability and conflict between channel members existed in marketing channel, have become shackles of many enterprises. Given this situation, considerable marketing channel research has focused on interrelationships among an enterprise and its channel members can be managed better. The study points out that agility, reactivity, flexibility and autonomous marketing channel play a key role for the success of an enterprise in gaining competitive edge, markets demanding agility and quick market response in global competition. These are all in accordance with theoretic foundation of self-organization mechanism. The theoretical rationale and concept will be presented, the characteristics of self-organization marketing channel will be explained followed by the methods and mechanism of marketing channel sustainable development, a case of marketing channel of TCL group is specialized for empirical research
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