The Research On The Marketing Channel Optimization For NF Battery Company

In an increasingly competitive global environment,when company is making the marketing strategy,they will always consider the product,price and promotion of the marketing mix,and finally to consider the marketing channel.However,in recent years,with the continuous changes in consumer demand and retail terminals,the optimization of the channel has become the most important to enhance the core competitiveness of enterprises.NF Battery Company,which is located in Fujian Nan Ping,is one of the world's five largest alkaline battery manufacturers,NF Battery Company is the absolute market leader of disposable dry battery industry in China,its marketing channels mainly include Traditional channels,Modern channels and E-commerce channels,and its marketing performance in the traditional and modern channels are in good operation.However with the gradually changing of people's lifestyle and shopping habits,also with the modern channel's shrinking,E-commerce channels bring great impact and challenge to the traditional and modern channels,how to optimize the existing marketing channels of NF battery company,and how to enhance the competitiveness of the channel have become an urgent issue to solve.This article is using the marketing channel theory,the relative management and marketing theory,combining years of writer's experience,based on the marketing channel of NF Battery company,the analysis on the marketing and competition environment,and main rival of NF Battery Company,to comb and analysis the performance of NF battery company in its traditional channels,modern channels and Ecommerce new channel.At the same time,by carrying out the research and interview for consumers and dealers of the target market,the writer is trying to find out the problems exist in the channels construction of NF Battery Company.The main conclusions are as follows: first,to adjust the structure of the channels;second,to strengthen the channels of cost management;third,effective management of channel conflict.Based on the above research results,the article puts forward some suggestions and countermeasures to optimize the channel structure,improve channel efficiency,and further enhance the competitiveness of NF Battery Company.