The Research Of B Cosmeceutical Company Formarketing Channel Management

Cosmeceutical in our country is in the ascendant stage,the domestic cosmeceutical market started late,and mainly to foreign brands based.In recent years,China's pharmaceutical cosmeceutical market share continues to grow,and the future market potential is huge.Although there are some large domestic pharmaceutical companies involved in thecosmeceutical industry,because of the characteristics of cosmeceutical and related laws and regulations are not perfect,leading to the marketing channelsof cosmeceuticalare very confusing.Compared with those relatively stable foreign cosmeceutical market,China's cosmeceutical business is far from a scientific and standardized marketing channel model.Based on the theory of marketing and channel management,this paper analyzes the main problems existing in the existing channel management of Bcompany,which is a very representative private enterprise company specializing in the production and sale of cosmeceutical.Proposed a specific feasible channel optimization program.This paper is based on case studies,and the main content includes several aspects:First,the status quo at home and abroad and related research theory to elaborate.Secondly,it analyzes the current situation and problems of Bcompany's current marketing channels,including the confusion of channel structure,serious channel conflict and imperfect selection of channel members.Through in-depth analysis of the problem,we can find the key influencing factors,including macro environment factors,product characteristics factors,market factors and the enterprise itself in several aspects.Finally,according to the problems existing in the channel management,the paper puts forward the concrete implementation plan,Including the establishment of channel members hierarchical management mechanism,optimize the channel structure,scientific management channel conflict,optimize the OTO channel and the new channel development,channel member selection optimization.The practical application value of this paper is to build a more scientific,effective and standardized cosmeceutical channel management system for B company.It also provides reference for the channel management of domestic industry companies and improves the management level.