| With the coming of 5G era,the market scale of 3C industry in the world will reach 3 trillion US dollars.The competition among 3C manufacturers is fierce.As the hardware performance of 3C products is becoming more and more homogeneous,the position of marketing channels is increasingly prominent.Company a is a benchmark enterprise in the industry.The marketing channel of consumer electronic products(hereinafter referred to as CES channel)is the most important channel of company a in the mainland.With the continuous rise of domestic brands and the change of retail environment,the channel faces great challenges.It is of great significance for company a and the industry to study this channel.This paper uses literature research,interview and field survey methods,combined with the work experience,on the basis of other scholars’ research,theory and practice,to conduct in-depth investigation and Research on the CES channel of company A.The purpose of this paper is to solve the problems faced by the channel and provide useful reference for the same industry in China.This paper starts with the background of 3C industry,summarizes the concept,structure and function of marketing channel,and summarizes the 3C product marketing channel.This paper sums up the theory of marketing channel management,and comments on it from the aspects of marketing channel conflict,channel incentive and channel control.This paper introduces the background analysis of a company and CES channel,and analyzes the channel environment and competitors with PEST analysis tool.On the basis of theoretical research and investigation,this paper analyzes the problems existing in channels,mainly focusing on channel incentive,channel conflict and channel control;combining with field research and interviews,it analyzes the deep causes of the problems,puts forward solutions from these aspects according to the improvement principles,and finally summarizes the research conclusions that can be used for reference by 3C industry. |
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