The Research On Marketing Channel Management Of Y Enterprise

In today's economic globalization,the competition between companies is increasing,and chemical companies are no exception,especially in the cosmetics industry of fine chemicals.At present,most of the products in Chinese market are international brands.They rely on strong financial strength and excellent brand appeal to occupy a large number of market shares.Domestic products have always been hovering in low-and middle-income areas,and they are striving to seek breakthroughs by building and improving corporate marketing channels.As an important part of Sale,the marketing channel has become the key to the development of the company.This paper takes Y Cosmetics as an analysis object,uses literature research,questionnaires and other methods to systematically analyzes the status of its marketing channel management from marketing environment,marketing channel model,channel structure,customer characteristics,channel development.This paper focuses on the analysis of the problems and causes of its marketing channel management;then,the SWOT method and the comprehensive index method were used to qualitatively analyze and quantitatively evaluate the marketing channel environment;finally,marketing channel management optimization strategy of Y Cosmetics was proposed.The results show that:(1)At present,there are mainly problems such as channel conflict,lack of incentive mechanism,and imperfect assessment in the marketing channel management of Y Cosmetics;(2)At present,the azimuth of Y marketing channel management strategy lies in the adjustment strategy area,and the strategy orientation coefficient ? < 0.5,a conservative and conservative strategy should be adopted;(3)The marketing channel management should be improved by further optimizing the management model,improving the management system,and improving the service quality.This paper will provide certain theoretical guidance for Y Cosmetics to improve the management of marketing channels,and it also looks forward to providing reference for other related companies.