Optimization Design Research On Marketing Channels Of Shanghai Soap

Within the years of development of Shanghai Soap Corporation(SSC),which is a state-owned historical soap manufacture and trading company,it has built up a comparable marketing channel system worldwide.However,facing with the new competition under internationalization and the changes of consumption recently,as well as the product iteration,this traditional marketing channel system cannot satisfy the new needs of the market and gradually exposed a series of problems necessary to solve.Therefore,it is important to analyze and optimize the new marketing strategies to transform the channels into competitiveness.This paper takes Shanghai Soap as the research object and designs its optimization of marketing channels.Firstly,this paper states the current micro and macro competitive situation of FMCG industry,in order to point out the challenges and problems of internal operation and management of SSC;So we can address the great importance to optimize and improve the marketing channels.Second,the paper deeply illustrate the problems of marketing channels,including lacking of control of end-channels,to adjust and re-management of the inter-dealers,over-high of the logistics cost,as well as the low market penetrating rate,etc.Third,based on the analysis of above two,the paper designs the optimization plan on new marketing channels,contains the contents of re-design the new products and brands that each proper for the specific branch markets,re-regulation of the offline outlets management,and as well as to reset the benefit package based on different type of agencies,etc.This paper makes a series of suggestions in order to improve the working efficiency of marketing channels within the company of Shanghai Soap.Its conclusions on the new plan makes a reference to the industry's internal management and development.It also has certain reference to the construction and management of marketing channels in relevant cities and similar company in other industries.