Research On Marketing Channel Strategy Of Household Ceramics Of M Company

Tangshan has a large number of household ceramic enterprises,most of them are small and medium-sized with serious product homogeneity and fierce industry competition.In the last three years,the growth of sales revenue of physical stores has generally narrowed due to the epidemic.It is urgent to change the concept of traditional marketing channels.In the new period,combined with the background of "Internet +" era,Internet technology is applied to optimize the marketing channel of household ceramic industry to comprehensively improve the marketing channel mode of enterprises,in this way,enterprises can close to the demand changes of consumers,so as to better meet the personalized needs of consumers quickly and accurately.This paper takes M company’s marketing channel as the research object,aiming at the existing problems of M company to put forward targeted strategies.The author collected the documents related to marketing channels in the past 10 years,learnt the research status at home and abroad,and reviewed the relevant theories and concepts about marketing channels to build a theoretical framework.By analyzing the consumer materials,we can find that there are some problems of the company’s marketing channel such as unbalanced development of online and offline channels,large price difference between online and offline channels,poor service quality and weak customer stickiness,insufficient logistics and supply chain management.The causes of these problems are analyzed from three aspects:marketing channels,price strategy and service strategy.In view of these problems of M company,this paper puts forward targeted marketing channel optimization scheme,mainly in three aspects: marketing channel structure optimization,marketing channel price optimization and marketing channel service optimization of household ceramics.According to the analysis results of M company,the channel optimization scheme of M company’s household ceramics is formulated from four aspects: channel marketing design optimization,channel marketing integration optimization,channel marketing service optimization and channel marketing price optimization.According to the product grade,the specific optimization plan is to elaborate the implementation strategy of the high-end products,end products and channels of low-end products marketing implementation strategy,so as to achieve differentiated competition.Finally,this paper expounds the support measures that must be equipped with to implement the optimization plan.It elaborates from four aspects: organizational support,technical support,system and financial support.In this paper,omni-channel marketing theory is used to optimize the channel marketing strategy of M company,so as to improve its marketing ability and efficiency resist the risk of external economic depression caused by the COVID-19 epidemic,and also hope to provide certain reference significance for other similar enterprises.