A Research On Marketing Channel Optimization Strategy Of M Bathroom Company

At present,China has become the world's largest producer and consumer of bathroom products.In recent years,the development of China's bathroom industry was sustained and rapid,With the acceleration of the industrial innovation,the old production process was gradually replaced by the new technology.Especially,with the incessant increase of new production capacity,reshuffling of the whole industry has been also accelerating,and competition in bathroom industryhas enter the white-hot stage..Under the new policy environment and market situation,the new mode of format marketing is constantly innovating.It is of great significance to study the optimization design of marketingchannel combination of Chinese sanitary ware enterprises.M Bathroom Company is a leading enterprise of bathroom industry in China integrating design,research and development,manufacturing and marketing.Growth slowed in the industry,the competition between the leading brands narrowed,in the form of industry reshuffle,M bathroom intended to break through the existing pattern of competition,and become the leader of Chinese bathroom industry,to occupy the high point.However,the opaque marketing channels which have been developed in the past by pressing goods,confusing and lacking rules have been unable to support the realization of this strategic intention.This paper mainly from the M sanitary ware company faces market conditions,industry conditions and competition marketing environment;Combined with the currentmarketing systemresource of M sanitary,to find out the existing problems and the causes of the company's marketing channel.Combined with the market segmentation theory,the marketing channel is further subdivided and positioned,and a new marketing channel combination is planned.The 4P and related marketing combinatorial theories are applied to study boundary segmentation and cooperation of new channel and the improvement of management ability in terms of channel association.Marketing strategy,brand strategy,business product strategy and channel strategy that are suitable for M sanitary ware have been peoperly suggested.This article not only has the theoretical demonstration and the thorough analysis,but also has a series of empirical research on themarket environment of M sanitary.The study is based on the existing optimization requirements of marketing channel association in sanitary ware industry,which makes it commonly meaningful and valuable in practice.It could be referentially useful for enterprises of sanitary ware industry regarding marketing channel association.