Research On Marketing Channel Optimization Of Sanquan Food Company

With the sustainable and stable development of China's economy and people's pace of life is accelerating,frozen food has become an indispensable part in people's life.Frozen food industry has become the main force of domestic and foreign enterprises to enter the market,making the competition more and more fierce.Many enterprises have realized the importance of marketing channels and choose to turn marketing channel mode to the level of competitive strategy.In the competition among frozen food enterprises,marketing channels play an increasingly important role.Sanquan Food mainly produces frozen food,and has become a well-known enterprise in the industry after more than 20 years of rapid development.However,in recent years,due to the proliferation of frozen food enterprises in China,market competition has rapidly intensified,and Sanquan Food is also facing more and more severe difficulties and challenges.Therefore,it is of great significance to study the marketing channels of Sanquan Food.In view of this fact,through the comprehensive use of literature research,questionnaire survey,comparative analysis and case analysis,this paper takes Sanquan Food as the research object,and conducts in-depth analysis and study on its marketing channels based on the researches of domestic and foreign scholars.Firstly,this paper introduces the background and significance of these researches,the research status at home and abroad,and the purpose of the research.Secondly,the research work related to marketing channels is analyzed,and the contents related to the optimization of marketing channels are expounded from the theoretical overview to lay the theoretical research foundation.Then,the paper analyzes the current environment that Sanquan Food marketing channels are in.Thirdly,it analyzes and studies the current situation of marketing channels of Sanquan Food to recognize the current development situation of marketing channels and find out the existing problems in the current marketing channels of enterprises and the causes of the problems.Finally,this paper puts forward targeted optimization countermeasures,including marketing channel structure,management and cost optimization,in order to promote Sanquan Food marketing channel benefits.The purpose of this study is to provide a reference for Sanquan Food to establisha scientific marketing channel model,and also to provide a sample for other frozen food enterprises in China to build their marketing channel model.