Research On The Optimization Of Marketing Channel Of NICE Group

Daily chemical products are related to people’s daily life.Driven by this rigid demand,the market competition of daily chemical products has reached a white hot stage in recent years.How to use marketing strategies to occupy market share has become the focus of major enterprises,and a good marketing channel environment is the foundation to occupy market share.With the development of information technology,people’s consumption mode has also undergone significant changes.Traditional marketing channels can no longer meet the needs of consumers,and the marketing channel model is constantly evolving and i nnovating.The refined management of channel members,the innovation of channel mode and the avoidance of channel conflict are the key points that modern daily chemical enterprises need to strengthen their exploration and research.For the construction of marketing channels,only when enterprises know themselves and their opponents,conduct in-depth research and scientific management in the fierce market competition,can they be comfortable in the market competition and remain invincible.This paper intends to discuss the current situation of NICE group’s marketing channel,analyze the problems and reasons existing in the company’s marketing channel,and then put forward targeted suggestions.Using the methods of literature research,questionnaire and interv iew,this paper makes a systematic analysis of the enterprise’s marketing channel model framework,marketing environment and customer characteristics,and obtains the current situation and problems of the enterprise in marketing channels.It also uses the methods of macro analysis,micro analysis and SWOT analysis to evaluate,and finally puts forward some suggestions for the optimization of marketing channels of NICE group.The final results show that NICE group has many problems in marketing channels,including channel member optimization,channel management optimization and Internet channel innovation.By further improving the quality of channel members,improving the defects in channel management,focusing on the future,innovating and developing Interne t channels and other measures to enhance the vitality of its marketing channels and strengthen the market competitiveness of enterprises.