Research On Marketing Channel Strategy Of J Company

Different enterprises according to their own development and the strategy to develop a different marketing mode,as an important part of the marketing mode of marketing channel,the right marketing channel can improve the deficiency of enterprise marketing,cost reduction,make the enterprise management to improve their competitiveness.In the marketing environment,J company as a specialized use of group headquarters coking byproduct of coke oven gas manufacturing methanol,focusing on the cycle of national industrial policy to encourage economic projects,both from the national level,market level are supported by related government policies and good social feedback.Since the second half of 2014,the enterprise sales trend of lower volatility,show the sales profit is small,cannot achieve the desired effect,market competitiveness,the poor and the difficulty of development,the situation,the main reason lies in the J company’s existing marketing channel strategy has failed to adapt to the company’s current development needs,and the change of the market.So this article in view of the J company for related analysis and research,try to help them design the marketing channel strategy for the company itself,thus in the fierce market competition to achieve long-term sustainable development goals.This article mainly uses the method of literature review,case study method,Delphi method to study this topic,according to the theory of marketing channel conflict,marketing channels and cooperation theory as the theory basis of this article,first of all,from the macro level,the industry environment of J company’s marketing channel environment two aspects carried on the thorough analysis;And combining with the current situation of the development of J company marketing channel in the process of developing the J company by the marketing channel structure is not sound and the confusion of marketing channel management,the market situation and combining with the actual extension of marketing channels too single problem;Based on the foreword conclusion,the author puts forward the optimized countermeasures and Suggestions to the marketing channel of J through the diversification of marketing channel,perfecting marketing channel structure and perfecting marketing channel management mode.