Study On Channel Strategy Of RCP

With the rapid rise of the Chinese economy and the gradual integration with the international market,the cleaning industry in China has gradually become a hot industry,at the same time,due to their high barriers of the industry,product substitutability is stronger,more and more manufacturers into the industry,increasingly fierce competition.This paper reviews the development history of the marketing channels in China of the American RCP brand,analyzes the current marketing channels situation of the company,and recognizes its conflicts,contradictions and problems within the existing channels.Based on data acquired in the spot investigation in the company,this study combines the channel management theory,analyzes the channel strategy about adjusting and optimizing the RCP brand and proposes targeted suggestions.This study is helpful to provide theoretical and case reference significance for improving the channel management efficiency in cleaning industry.