Research On Optimization Strategy Of Marketing Channel Of M Chemical Company

With the development of modern economic and society,and the growing trend of economic globalization,the fierce market competition of enterprises not only requires enterprises to construct efficient channel model,but also to enhance the channel management.As a domestic leading technology of polyurethane foam stabilizer,M company is one of the professional production enterprises.Now it has developed into the nation’s largest PU and foam agent manufacturers,whose products are widely used all over the world in household appliances,furniture,construction,automotive and other industries.However,the company has a weak growth in recent years,rigid main product mix agent market share reduced year by year,the soft foams market development not seen obvious results,direct selling mode sales continue to decline,the company is now being sustained impact by competitors.This article obtains from the perspective of marketing channel,use marketing channel related theories to analysisthe macro and micro marketing environment the company faces,and the marketing channel present situation,then summarizes the problems existing in marketing channel,those are the marketing channel structure is unreasonable,the channel information communication is not smooth,the quality of channel service is not high.In view of the existing problems,this article puts forward suggestions of multiplacating the marketing investment,adjusting the channel strcture,constructing the net of marketing,and constructing the marketing team.Hope to improve the comprehensive ablitiy of marketing staffs,provide convenience worldwide marketing and meet the comprehensive,specific and differentiation needs of customers through the optimizated strategy,.Further enhance the products of the company’s market share,expanding profit level,improve the company’s domestic and international fame,and provide reference for more domestic high-tech enterprises.