Research On The Optimization Of L Company’s E-marketing Channels

In the past ten years,the cloud computing industry has advanced by leaps and bounds,the policy environment has become more and more perfect,cloud computing technology has continued to develop and mature,and my country’s cloud computing market has grown to a scale of 100 billion.The attractive market prospect is followed by sufficient market competition.Major cloud manufacturers have invested heavily in channel construction to strive for a place.Company L is a cloud manufacturer that has achieved omni-channel coverage of the head,waist and middle and long tails.As an important channel covering the medium and long tail market,the telemarketing channel not only shoulders the heavy responsibility of covering tens of millions of small and medium-sized enterprises,but also is an important source of gross profit for its public cloud business.Therefore,the healthy and sustainable development of telemarketing channels has important strategic significance for L Company.After several years of rapid development of the company’s telemarketing channels,various channel management measures have gradually aged out,exposing many problems,such as lack of effective communication among channel members,serious channel conflicts,insufficient channel management and control,and aging incentive measures.These channel management problems have caused This has resulted in a series of consequences,such as decreased operational efficiency,serious internal consumption of resources,and disrupted business order,which seriously affected the development of Company L’s telemarketing channels.Faced with such an environment,how to optimize the management of telemarketing channels is an urgent problem for L company to solve.It is related to the company’s ability to acquire,retain and expand customers,so as to allow L company to gain a competitive advantage in the market.The purpose of this paper is to take L company’s telemarketing channel as the research object,and by using the channel management theory,to find out the problems and causes of the telemarketing channel,so as to find out the optimization strategy and implementation guarantee in line with the telemarketing channel.First of all,this paper uses PEST Model,Michael Porter’s Five Forces Model and other models to comprehensively analyze the marketing environment in which the telemarketing channel is located,and explore its operational status in terms of channel members,channel conflicts,channel control,and channel incentives.Secondly,using interviews and field visits,etc.,to sort out the problems and causes of telemarketing channels in these four aspects.Subsequently,the corresponding optimization strategies and implementation safeguards of the telemarketing channel are summarized.Ultimately,the optimization of telemarketing channels will be realized,and favorable execution strategies and implementation guarantees will be provided for the return of telemarketing channels to healthy and sustainable development.This paper combines theory with practice,and docks with its own work practice.From a practical level,it can help L company’s e-sales channels to solve the current channel management problems,so that it can continue to exert its unique commercial and strategic value in L company,and maintain L company’s unique competitiveness in the fierce market competition..On the other hand,this study makes a forward-looking discussion on the management of public cloud telemarketing channels,which will fill the gap in the research on telemarketing channels in the public cloud industry,in order to provide reference and reference for peers.