Research On Digital Transformation Strategy Of S Company's Beijing Market Distribution Channels

With the increase of car ownership in China,the national supply side reform and big data strategy are put forward,and the change of citizen travel patterns and consumption attitudes,it brings both opportunities and challenges to the development of the lubricant industry.With the continuous emergence of a variety of lubricants brands,S company is facing fierce market competition,so how to reasonably formulate the company's distribution channel strategy and increase the market share of lubricants is imminent.Based on the actual situation of enterprises,this paper analyzes the internal and external environment of the company.Through the SWOT analysis of distribution channels,we have made the company's digital distribution channel strategy,and put forward the implementation plan and guarantee measures of the digital transformation strategy of the company's distribution channels,which has great practical significance.In order to develop a feasible development strategy,this paper mainly uses the method of theoretical analysis and case study,the specific research content is as follows: The first chapter is introduction.This chapter discusses the background and significance of the research,and describes the overall content of the paper,research methods and technology roadmap.The second chapter is the relevant literature.This chapter mainly introduces the relevant literature of the distribution channel,including the management of distribution channel,big data,the distribution channel research of lube oil enterprises.Define the main concepts of this paper,including the concept of distribution channel,digitalization,and put forward the theoretical basis of this paper.The third chapter,analysis of current situation and problems of distribution channel management in S company.According to the present situation of S company,S company is faced with the problem that the total number of channels is weakening,the channel strategy is not optimized,the profitability is decreasing,and the phenomenon of information asymmetry is serious.The fourth part is the analysis of the internal and external environment of the S Company.This chapter mainly analyzes the external environment faced by the company at the present stage,from the macro environment and industry environment,from two aspects of resource analysis and capacity analysis,the advantages and disadvantages of the company are analyzed,the opportunity and threat analysis.Finally,the SWOT analysis is carried out on the distribution channel strategy.The fifth chapter is the distribution channel strategy design of S company.Positioning the objectives of the company's distribution channel strategy,through the analysis of the necessity and feasibility of the implementation of digital distribution channels,finally,identifying the company's digital distribution channels program from the manufacturers,distributors,stores and logistics.The sixth chapter is the guarantee measures of distribution channel strategy of S company.The guarantee measures of distribution channel strategy are worked out from the aspects of system construction,talent team,marketing concept and supporting facilities.