Research On Optimization Of Distribution Channel Management Of YJT Company

The marketing channel in 4P marketing theory plays an important role in marketing promotion and sales decision-making.It is very important to study the field of distribution channel management because of the characteristics such as long time consuming in the construction stage,unchangeable basic pattern after construction,and difficult to control the company.After entering a new journey,FMCG companies continue to improve the management of individual distribution channels,in order to survive the fierce market competition environment.In particular,the flexible application of such strategies as channel precision cultivation and terminal importance in the actual execution stage of the market makes the channel competition continue to roll up,the profit space continues to shrink,and the operating costs continue to rise.E-cigarette is a new category in the field of fast-moving consumer goods after entering a new journey.The market competition is serious,and various channels of e-cigarette market continue to spread,and the channels are increasingly diversified.In order to maintain competitiveness,e-cigarette enterprises continue to innovate channel management schemes and strengthen the control level of distribution channels,so as to improve corporate benefits.In the tobacco market,"disorderly flowers gradually become attractive to the eye"."More than 90% of the world’s e-cigarette manufacturing and products originate from China,more than 70% of China’s e-cigarette manufacturing and products originate from Shenzhen,and more than 90% of Shenzhen comes from Bao ’an" is a popular saying in the field of e-cigarettes.China is slowly transforming from the world’s largest e-cigarette producing country to the world’s largest e-cigarette exporting country.After entering the threshold of the global market,it is difficult for Chinese e-cigarette companies to "go abroad" because of the strong property of similar international companies,widespread brand,business philosophy and manufacturing technology frontier.At present,there are more than 1,500 e-cigarette production and brand companies in China,of which more than 70% are mainly engaged in export business.Therefore,how to strengthen the efficiency of export channel management has become the core factor for the e-cigarette field to enter the global market.YJT enterprise main e-cigarette production and export marketing business.Under the situation of dynamic epidemic management and strong e-cigarette control in China,it is very important to optimize the distribution channel management of YJT enterprises.Starting from the level of distribution channel management,this paper adopts the method of questionnaire survey and interview survey to analyze the reality of distribution channel management of YJT enterprise,excavate the hidden problems and hidden dangers,and give the improvement plan,so as to break the barriers of enterprise development.The conclusions of this research are as follows:(1)After exploring the actual distribution management of YJT enterprise and conducting questionnaires and interviews,integrating the theory of distribution channel management,the hidden problems of YJT enterprise channel management are analyzed.The specific problems include three aspects: low adaptability of distribution channel structure,unclear management standards for distribution channel members,and insufficient control over distribution channel relationship management.At the same time,the reasons for the problems in the distribution channel management of YJT Company were analyzed,mainly including unreasonable distribution channel settings,an incomplete evaluation system for distribution channel members,and a lack of communication mechanisms for distribution channels.(2)In view of the existing problems,develop operational plans for YJT enterprises to match the improvement of distribution management of YJT enterprises,including: strengthening the distribution channel structure management,improving the management standards of distribution channel members,strengthening channel conflict and relationship management.The innovation points of this paper are as follows: first,build a solid theoretical foundation based on marketing,connect with the concept of distribution channel management,consider the actual situation of YJT enterprise,and elaborate the hidden problems of YJT enterprise in distribution channel management.The second is to start from the reality of YJT enterprise,both theory and application.Centering on the development trend of e-cigarette field,based on the intelligent distribution scheme under the new business mode,it can improve the source of goods and avoid channel contradictions,which can solve the current distribution channel problems of YJT enterprise in reality.