Study On Distribution Channel Strategy In Ningxia Jinhe Technology Co.,LTD Under The Background Of Internet

At present,the widely usage of the Internet and mobile terminals,as well as strong momentum of growth in e-commence industry brings new opportunities and challenges for the development in fast moving consumer goods supply chain.Many enterprises and retailers add online channels on the basis of the original offline channels to form multichannel distribution systems.On the one hand,multichannel distribution can provide additional sales channels to reach a wider range of consumers.On the other hand,multichannel distribution will cause competition among different channels,which may lead to channel conflicts.How to better attract consumers,improve sales volume,increase profits,avoid channel conflicts and make distribution channels run efficiently is the top priority of channel management.Ningxia Jinhe Technology co.,LTD.,mainly production and sales of low-temperature yogurt industry belong to the category of fast moving consumer goods,on the Internet and application technique of large data driven,the company actively developing online channels,construction of multichannel distribution systems,expect to improve the efficiency of distribution channels,Improve the ability of the market insight,control and accurate service to consumers.However,due to the lack of multichannel distribution operation experience,channel conflicts are prominent.For the long-term healthy development of the company,breaking through the bottleneck of the existing distribution channel management and improving the existing distribution channel system have become an important subject of the company's development.Based on the analysis and summary of domestic and foreign research on distribution channels,this paper takes ningxia jinhe technology co.,LTD.'s distribution channels as the research object,and finds out prominent problems through the analysis of the company and existing distribution channels,And by the main production and sales of low-temperature yogurt with domestic Inner Mongolia Yili Industrial Group Limited by Share Ltd.,bright dairy co.,LTD.,and the main production and sales of low-temperature yogurt ningxia Xiajin dairy group co.LTD.Analysis comparison,the distribution channels for Ningxia Jinhe Technology Co.,LTD.,distribution channel strategy is put forward to provide the reference,Achieve the coordinated development of the company's distribution channels.