A Case Study Of Condom Marketing Channel Of SY Company

The trend of globalization has brought opportunities and threats to the development of traditional enterprises.The liberation of human ideology and culture has promoted the development of condom industry.Throughout today's domestic condom market,brand diversity,competition,the condom business mainly through the price,advertising and other ways to contest,ignoring the improvement of marketing channels.Enterprises to long-term stable development,we need to improve their product marketing channels,the formation of competitive advantage.SY company as a local condom leader,has received a number of certification and honor,but in the competition has gradually exposed its channel management there are many problems,in order to adapt to the new condom market environment,SY company to optimize the condom marketing channel is very necessary The There are few studies on condom marketing channels,and most of the literatures are studied from the general direction of condom business management.Based on the theory of SY's condom,this paper summarizes and analyzes the domestic and international marketing channels based on the definition of marketing channel,marketing channel structure,marketing channel incentive and marketing channel relationship.The company's development opportunities and threats facing the system,the company's marketing channels exist difficulties,and SY company condom channel management optimization measures.Therefore,this topic will help to enrich the relevant theory of condom marketing channel,strengthen the domestic enterprise condom marketing channel research is of great significance.This topic mainly adopts the methods of interview,investigation and analysis,case analysis,literature research,theory and practice.First of all,introduced the background of the case,the use of SWOT analysis of the company's strengths and weaknesses of SY company and the opportunity to face the threat analysis.Then the subject from the development of marketing channels,marketing channel structure,marketing channel members and marketing channel incentives analysis SY company condoms marketing channel status,and systematically summed up the company's marketing channels of the plight.Finally,from the improvement of the marketing channel structure,strengthen the retail dealer incentives,strengthen the marketing channel management,improve the marketing channel conflict resolution mechanism and strengthen the evaluation of marketing channel members,for the future development of SY company proposed channel optimization recommendations.In this paper,there are some flaws and shortcomings in the investigation of data collection and analysis of situation at home and abroad,which is expected to be improved in the following research.