Research On Market Channel Strategy Of Typhoon Shampoo In Yunnan Province

As a sub-industry of daily chemical industry, shampoo trade plays an important part in our daily life. China has become the biggest shampoo producer and consumer with its sustainable and rapid growth in economy and the living standard of people. Bawang Shampoo is one of the leading Chinese national shampoo brands, which has experienced the rise and decline of Chinese national shampoo industry in recent years. The fierce shampoo market competition makes Ba Wang Shampoo face great pressure and challenges.Based on the related theory of marketing channel management, this paper uses SWOT analytic-model to analyze the advantages and disadvantages of Ba Wang Shampoo and the opportunities and threats it is facing in Yun Nan area. The Yun Nan market of Ba Wang Shampoo is then analyzed with the tool of STP.The writer has 7 years’ marketing channel managing experience in Yun Nan market of Ba Wang Shampoo. The experience works as the empirical evidence in this paper. After analyzing Ba Wang’s macroeconomic environment, present developing situation, and marketing channel situation, this paper first uses the theory of marketing channel management to re-design and re-profiling the marketing channel of Yun Nan from the aspects of length, width and span. Two questions are then discussed and resolved: First, how can channel conflicts be efficiently reduced and can the channel members be highly motivated to ensure the channel work smoothly? Second, how to carry on the delicacy management and improve the operating efficiency of marketing channel to maximize its function?In the last part, this paper makes suggestions for the building of Bawang Shampoo’s marketing channel in Yun Nan.