Research On The Improvement Of YD Company’s Marketing Channel Management Under The Background Of New Retail

With the continuous development of economy,market competition is gradually intensified.As one of the four key links of marketing management,marketing channel management is the main factor to enhance the competitiveness of enterprises.At the same time,with the continuous progress of the digital economy and the influence of social consumption upgrading,the development of marketing channels has a new direction,and new retail has gradually stepped onto the stage of history.YD Company,the research object selected in this paper,is a technology-based enterprise specializing in the production and sales of smart door locks.In this paper,based on the theory of marketing channels,using PEST analysis,SWOT analysis to YD company environment and analyzes the present situation and consumption habits of investigation,and to the user of YD company marketing channels is the lack of planning,complicated structure,members of the selection is not reasonable,information,and imperfect incentive mechanism management communication problem.On this basis,based on the channel requirements of new retail,combined with the marketing channel management theory,the channel management improvement strategy is formulated for YD Company.The improvement measures include establishing the all-channel management system based on the information system,optimizing the structure of the existing channels,formulating scientific criteria for the selection of channel members,and exploring new ways to expand channels.At the same time from the team ability,channel incentive mechanism and data support and other aspects of the development of safeguard measures.It is hoped that YD can improve its marketing ability through the adjustment of channel management,achieve the goal that sustainable development of the company and provide reference for other enterprises.