Research On Marketing Channel Optimization Of Company X Under The Background Of New Retail

At present,with the transformation and upgrading of consumer demand in the FMCG industry,the traditional FMCG business model is being subverted and rebuilt,and under the banner of new retail,it is entering a new era of consumer experience upgrading and service upgrading.Faced with the characteristics of individuation,rationalization,experientialization and timely response of consumers' demands,the traditional sales channels of FMCG industry have failed to keep up with the rapid development of the market.Therefore,it is a very important and practical research topic for traditional FMCG enterprises how to change their marketing channels based on their own operation and development status,and at the same time combined with the development trend of new retail with digitalization,Omni channel,accuracy and experience.Firstly,this paper summarizes the domestic and foreign research results of marketing channels of traditional FMCG industry and the current research results of new retail,and analyzes the current situation of X company's industry development-shrinking demand,fierce competition,sales difficulties,etc.On this basis,we choose the new retail and omni channel marketing theory as the basic theory and research tools.Secondly,it discusses the current situation of X company,the organization of marketing channel and the development of marketing channel,and analyzes the channel development environment of X Company under the background of new retail by SWOT,and studies the problems encountered in the development of marketing channel of X Company under the background of new retail by means of questionnaire and key interview,and establishes the marketing channel The guiding principles of optimization,summed up three important indicators that affect the efficiency of marketing channels,namely customer flow,conversion rate and customer value,put forward the specific measures of marketing channel optimization under the new retail background.In this paper,the specific measures of marketing channel optimization of FMCG enterprises under the new retail background are worked out,that is,through optimizing the online business content,increasing the construction of brand and cultural connotation,attracting customer flow;breaking through the online and offline channel barriers,realizing the "same quality and same price" of all channels;building CRM system,building an integrated marketing system of deep integration of online and offline;building Establish a perfect logistics distribution system,implement the "store warehouse integration" operation;based on big data,explore the development mode of large-scale customization,etc.,hoping that these measures can play a reference role in the marketing channel optimization of other enterprises in the same industry.