Research On The Optimization Of Distribution Channel Strategy Of Company K

The small jewelry industry is a new industry that has been separated from the jewelry industry,and it is now in a mature period,and the prospects are very impressive.Yiwu has a large number of small jewelry enterprises,and has become an important place for the sale of small jewelry.However,Yiwu’s jewelry industry is mainly online stores in the choice of distribution channels,and the channels are relatively scarce,which will limit the development of some small and medium-sized enterprises.Founded in 2016,Company K is a Yiwu jewelry enterprise integrating production,manufacturing and sales,which belongs to small and medium-sized enterprises.Company K currently has great problems in distribution channels,mainly relying on online store sales,and online channels have not been expanded,offline channels only have the cooperation of individual merchants,which is also a common disease of many Yiwu small jewelry enterprises.This paper takes the distribution channel of Company K as the main research goal,and uses the relevant concepts of distribution channels to conduct research on the optimization of distribution channel strategies.The main body of the paper first introduced the current situation of online and offline sales channels in the jewelry industry,and analyzed the trend of future distribution channel development,mainly e-commerce channels,physical store channels and new retail channels,and then introduced the current situation of Company K’s current distribution channels.Secondly,through expert interviews and combined with literature research,the problems in Company K’s current distribution channel strategy are proposed.Company K’s main channel is the online store,and it has just established an offline channel.Analyzing the two channels,it was found that Company K had problems such as relying on Taobao and Tianmao,the online channel was too narrow,the distribution channel was too short,and there was a lack of channel members.The corresponding causes are the dissipation of traditional e-commerce dividends,the decline in the traffic of the company’s online stores,the desire to reduce costs by themselves and the company’s lack of sales teams.Finally,by drawing on the current research results at home and abroad,the author puts forward four optimization suggestions for the development of other channels,broadening the online store channels,increasing the length of the channels and developing the members of the channels in view of the problems existing in the current distribution channels of Company K,so as to increase the competitiveness of Company K in the jewelry industry and help Company K develop better.Through the optimization of Company K’s distribution channel strategy,this paper hopes to lay a theoretical foundation for Company K to open other channels,and also provide reference for other small and medium-sized jewelry e-commerce companies to expand distribution channels...