Research On Channel Of HY Company Oriented To O2O

In recent years,the rapid development of China’s economy and technology,the rapid development of the Internet industry,the rapid development of information technology,such as Internet of things and artificial intelligence,boosted the birth of new retail formats,and consumers’ consumption habits have changed greatly.With the rapid growth of per capita income,the increase of the middle class,the upgrading of the consumption structure,and the higher requirements for the value-added services of the products,the o2 o model has become the main format of the future.On the other hand,the resource of manufacturing industry accelerates to a larger scale,and the concentration of industry brand is higher and higher.The traditional channel sales model in the electrical industry is becoming more and more difficult to adapt to the changing market environment and consumption habits.In the case of the more and more obvious brand concentration,the electrical industry faces the shuffle.In such a market environment,the establishment of a set of marketing mode and operation strategy to meet the market consumption demand under the new environment has become an urgent problem to be solved by HY company.This paper mainly introduces the development of channel change theory,focusing on the analysis of channel change theory,combined with the relevant theory of o2 o research,put forward the significance of channel change under the o2 o mode.Through the analysis of the domestic and foreign channel changes in related industries,combined with field visits and access to relevant information,this paper studies the channel changes in the electrical industry,summarizes the path,causes and characteristics of channel changes.Channel reform includes channel construction,channel operation and guarantee measures.Through the comparison of channel design concept,service and content,this paper puts forward the strategy of o2 o channel construction and operation suitable for HY company.Combining with the actual situation,swot analysis method is used to find the problems in channel management and constraints in channel change of HY company.Improvement measures and related countermeasures are put forward to solve the corresponding different problems,so as to realize channel change of HY company oriented o2 o.This paper summarizes the main reasons for the success of HY’s channel reform as follows: successfully seizing market opportunities;strong pertinence of reform measures;bold channel innovation,forming alliances with distributors and so on.As a construction electrical company,the case study of channel change of HY Company has certain reference significance for many developing enterprises in China.