Research On Marketing Channel Construction Of Commercial Display Products In CH Company

Since the establishment of CH company,it aims at the business activities of household appliance,among which the company has won the first market share for many times.In these years,with the continuous development of market and the upswing of sales,the company’s market has been declining and its profits have been seriously declined.In order to change the situation,and face the change of the market,the business division of commercial display was formed in February,2017,engaged in the business activities of commercial display products.CH’s original channels are all mature channels.The commercial display field is a new field for the existing marketing team,and the marketing channel construction of commercial display products is a major challenge.As a marketing staff of the Business Display Department of CH Company,I hope to explore and find a channel construction mode which is in line with the development of the Business Display Department of CH Company and make contributions to the development of the company through the study of the marketing channel construction of the Business Display and the actual situation of CH Company.This paper takes the marketing channel construction of commercial display products of CH Company as the research object,uses the SWOT analysis model to carry on the comprehensive analysis to the existing marketing channel of CH Company,and finds out the existing problems in the aspect of the marketing channel.By using the marketing theory of 7P and 4C of STP strategic analysis method,combined with the relevant theoretical knowledge and practical experience of marketing channel design and management,this paper designs the whole channel construction of commercial display products.The marketing channel construction strategy suitable for commercial display products of CH company is put forward.This paper argues that the marketing channel of CH company’s commercial display products must be rebuilt by adopting the omni-channel strategy,adopting the project-based approach,and adopting the“1+N”working mode to build a new channel mode.