Study On Strategy Optimization Of Marketing Channels Management Of Company R In India Market

With the development of international economic globalization,international trade is becoming more and more mature.Solar energy,as a kind of sustainable renewable clean energy,has the advantages of safety,reliability,pollution-free,simple maintenance and so on.Countries around the world have taken it as a key development industry.With the strong support of the government,China's photovoltaic industry has been ranked first in the world for many years,occupying a large market share.However,with the introduction of a "531" policy to reduce subsidies,the Sino US trade war and India's "double anti" against China's photovoltaic industry,China's photovoltaic production enterprises are in a dilemma of internal and external troubles,and more and more photovoltaic enterprises are targeting emerging markets.R company,as the first batch of photovoltaic enterprises in China,was founded in2008.At present,it has developed for more than ten years.It has experienced the ups and downs of the industry,the "double anti" storm in Europe and the United States,and the company has become more and more powerful in the face of difficulties and setbacks.At present,there are more than 1700 employees.The annual production capacity of solar cells is about 900 wm,and the annual production capacity of components is about 600 WM.With its own R & D,manufacturing,sales and after-sales service team,it has signed cooperation with a number of well-known photovoltaic enterprises at home and abroad.The brand enjoys a good reputation at home and abroad.As a green environmental protection industry,photovoltaic industry has a huge development prospect and space.As early as 2010,R company established an international marketing department,which is based on the domestic market,and is deeply engaged in expanding the overseas market,exporting to Europe,South America,Southeast Asia,India and other countries.Through literature analysis,case study and comparative study,this paper summarizes r company's marketing channels in India and puts forward solutions to the problems existing in the channels of the Indian market.Combined with the marketing channel management theories at home and abroad and the development trend of the photovoltaic market in India,scientific and effective optimization schemes are found.The thesis is divided into seven parts:The first part is an introduction,which mainly includes the research background and significance,the research status of at home and abroad and the research methods ofmarketing channels.The second part is the related theory concept,mainly introduces the international marketing theory and marketing channel related theoryThe third part is the current situation and problems of R company's marketing channels in India.First of all,it introduces the basic situation,products and marketing analysis of R company,then analyzes the marketing situation of R company in India market,and finds out the main problems in the marketing channels.The fourth part analyzes the operating environment of R company in India.This paper analyzes the opportunities and challenges faced by R company in the Indian market by pest appearance macro environment analysis model,and the competition and cooperation between the upstream and downstream industries of R company in different market environment of Indian market and the same industry by Porter five forces model micro environment analysis model,and studies the advantages and disadvantages of R company in the Indian market through SWOT analysis,The conclusion is that R company has not enough market share in India,the cooperation degree of channel members is not deep,and there are problems in channel structure design and channel management.The fifth part puts forward the optimization plan for R company's marketing channel.Based on the relevant theories of marketing strategy,combined with the current situation of photovoltaic development in the Indian market,the current problems faced by the Indian photovoltaic market and its future development potential,optimization is carried out from three aspects of channel design,channel members and channel management.The sixth part is the guarantee measures of R company's marketing channel optimization program in India.From two aspects of external measures and internal guarantee,ensure the implementation of optimization plan,including re evaluation of channel members,prevention of channel conflicts,product quality and after-sales service,etcThe seventh part is conclusion,deficiency and prospect.The above research can help r company to optimize its marketing channels in India,improve its market share in the international market,and provide some reference for other enterprises in the follow-up industry to enter the international market.