Research On Marketing Channel Strategy Of Shanghai YISEN Garments Co.,Ltd.

This paper takes Shanghai Yuesen Garment Co.,Ltd.as the specific research object,and makes an analysis and Research on the current situation,problems and optimization strategies of its marketing channels.Firstlyr,the paper discusses the background and significance of the research,and summarizes the related concepts and theories involved in the research process combined with the research results at home and abroad.Then,it analyses the current situation and existing problems of the marketing channel of Shanghai Yuesen Garment Co.,Ltd.Then,in view of the problems found,it puts forward the corresponding marketing channel optimization measures and specific marketing.Channel management strategy;Finally,the paper summarizes the research content.Through the research of this paper,we can see that the current marketing channel of Shanghai Yuesen Garment Co.,Ltd.is mainly the secondary marketing channel mode of shopping malls and franchise stores.The main problems are:unobstructed marketing channels,poor management,poor integration and unreasonable structure.Based on the environmental analysis of marketing channel of Shanghai Yuesen Garment Co.,Ltd.,this paper puts forward that the optimal marketing channel mode is compound marketing channel mode,that is,using multiple channels to deliver goods or services at the same time.And from the marketing channel function and relationship optimization,marketing channel terminal optimization two aspects of the corresponding optimization measures.In order to ensure that the optimized marketing channel can truly serve the development of Shanghai Yuesen Garment Co.,Ltd.,this paper puts forward specific channel management measures from the selection of marketing channel members,members'incentives,channel control,channel conflict management,chann el adjustment and so on.In a word,the purpose of this study is to optimize the marketing channel model suitable for Shanghai Yuesen Garment Co.;Ltd.in order to improve the lasting competitiveness of the marketing channel of Shanghai Yuesen Garment Co.,Ltd.and solve the company's current survival and development problems,The discussion of marketing channel model can be used for reference by peers.