Study On Omni Channel Design Of Company G

Air compressor is general industrial equipment, widely used in the manufacturing enterprises in all walks of life, with huge market capacity exists. Company G insists in professional design and manufacture of screw air compressor, dedicates to meet requirement of users on compressed air system by their side. The competitive environment changes. On the one hand, after we entered China’s new normal economic development, the air compressor market capacity growths slowed down. Air compressor production are highly homogenized, with monotonous promotion. Production with low price as well as poor quantity popularized. Design and management of marketing channel becomes the key competitive point. On the other hand, Internet and mobile internet bring the growth of on-line purchasing. Air compressor factories starts their try on building on-line marketing channel. It is necessary for company G to re-examine its channel status, to find out the factors that failed to adapt to the changes of environment and conditions, look for the solution then make a new channel scheme, in order to gain the channel advantages, establish the core competitiveness on marketing channels.This article probes into Omni Channel Scheme on the marketing channel design of Company G. First, it introduces the macro environment, micro environment of the air compressor industry under the Internet growth back ground; second, it analyses company G’s current strengths, weaknesses, opportunities and threats; then comparing with the channel structure innovation requirement that bought by the development of environment and the changes of G’s resource, according to the influence factors of channel design, it lists the status and the problems of G’s current channel structure. Finally, after marketing segmenting, it brings the Omni Channel Scheme of marketing channel which contains the off-line channel improvement, the on-line channel program and the marketing net built by both on-line and off-line channels.