ABSTRACT
The movement for the reform and liberalisation of China’s economy is now over thirty-four years old. The rapid development of the economy and the proliferation of consumer products have led to a revolution in China’s marketing configuration. The most complete changes have occurred in the area of marketing channels. The process of creative destruction has been so complete that we can hardly mention the systems of the past in the same breath as today’s integrated channel systems. From control to cooperation, from conflict to appeasement, from collapse to reconstruction, the field of marketing channels in China has seen old equilibriums destroyed and new equilibriums gradually emerge. Furthermore, there is no doubt that as the market economy in China continues to develop, competition and cooperation through marketing channels will continue to create important new themes and trends.
