Research On The Marketing Channel Strategy Of D Company’s Industrial Products In The Digital Era

In recent years,the national economy has developed rapidly,which is inseparable from the continuous optimization and adjustment of the industrial structure of China’s industrial manufacturing industry.With the development of environmental protection and safety supervision,the development of industrial segment is also facing great challenges.The largest customer group of industrial products is industrial users.At this time,the operation of industrial product manufacturing enterprises will also be subject to resistance to a certain extent.In addition,with the continuous development of technology,the quality and performance of domestic industrial products manufacturing enterprises have been improved simultaneously,which makes the competition in the whole industrial products segment increasingly fierce.With the support of the new application of digital technology,marketing channels continue to innovate,which makes industrial product manufacturing enterprises facing not only the vertical competition among the same categories,but also the horizontal competition among different sales channels.In such a market environment,how to establish efficient marketing channels and improve the competitiveness of enterprises has become the key problem to be faced and solved by multinational corporations.D company is a professional manufacturer of industrial automation instruments,which belongs to one of the categories of industrial products.After more than 20 years of rapid development in China,it has become one of the most competitive manufacturers of industrial products.However,facing such severe domestic competition,only by using the wave of digital transformation to innovate marketing channels can ensure the vitality of enterprise development.Starting with the development trend of industrial products segment and the development background of D company,this paper analyzes the transformation of marketing channel of D company in the process of digital development in recent years,and analyzes the marketing channel of industrial products of D company by using Porter’s Five Forces analysis and PEST analysis.This paper introduces the development process of traditional channels and digital channels,and explains the impact of this development on marketing channels through comparison.Through the analysis,this paper obtains some disadvantages existing in the channel management of industrial products of company D,and how company D innovates and optimizes the channel mode to better manage the channel and solve these problems,so as to finally realize the purpose of efficient operation of all channels.The development of D company’s marketing channel has made some innovation in practice.At the same time,this paper puts forward targeted optimization recommendation for marketing channel management according to the actual situation of D company.It is expected that through the combination of theory and practice,it can provide some reference for China’s industrial products enterprises in channel management.