Analysis On Marketing Channel Strategy Of Self-owned Brand Of Guangzhou Fine Horse Leather Co.Ltd

In recent years,China's leather industry has keeping prosperity and development.In Guangdong Province,the market share of leather is large and the competition between enterprises is also very fierce.Although most of our leather companies have advantages of resources,region and quality,self-owned brand has little advantage because the domestic leather products started late.Domestic leather companies simply rely on cheap labor and low price to get profit,so most of domestic and international high-end leather market are occupied by European and American companies.To survive and develop in the fierce competition,domestic companies need to start from the creation of self-owned brands,while paying attention to the establishment of effective marketing channels,which is the fundamental protection for Guangdong leather enterprises to obtain innovative advantages.The main structure of this paper is divided into six parts.The first part is the preface which mainly covers the purpose of this paper,meaning,theme,research methods and logical relationship between research tools.The second part is the literature review which mainly elaborates several key concepts of this paper,the related research results and the analyzed tools.The third part is the case description,which mainly introduces the operation status and the analysis of marketing channel of Guangzhou Fine Horse Leather Company.In the fourth part,the author uses macro-perspective(social environment,technology environment,economic environment,policy environment)and micro-perspective(consumer psychology,consumer structure,consumer composition)to analyze the current market of Guangzhou Fine Horse Leather Company.And then the author employs the SWOT to analyze the company's strengths,weaknesses,threats and opportunities.Based on the fourth part,the fifth part includes the analysis of the strategy of external market expansion(sales channel selection,brand strategy),the analysis of internal management strategy(talent management and construction)and summary.The sixth part includes the summary of the full text,the answers to the research questions and conclusion according to the analysis of this paper,the limitations and visions.Based on the theory of self-owned brand creation and the theory related to marketing channel construction and management,this paper take Guangzhou Fine Horse Leather Co.Ltd as the research object to discusses the problems and challenges encountered in the process of creating marketing channels for self-owned brand by means of interviews and other methods,to put forward the effective strategy ofmarketing channel.