Company A Marketing Channel Strategy Optimization Research

In recent years,new technologies and new business models have developed rapidly,new marketing channels and marketing models have also emerged,marketing channels have become increasingly diversified,and traditional channels and new channels have also been continuously integrated.Young consumer groups have become the main body of consumption and have different consumption preferences from the traditional.At the same time,marketing channel strategy occupies an important position in the overall strategy of enterprises.Therefore,adapting to the development of the times to update the marketing channel model and marketing channel strategy,and adopting a new channel combination strategy according to the changes in customer purchasing habits has become an important problem facing enterprises at present.At present,the competitive environment is becoming increasingly fierce,and the optimization of marketing channel strategies will help Company A to occupy an advantageous position in the competition as a representative of high-end liquor.This paper first summarizes and sorts out the basic theories related to marketing channels,and then studies and analyzes the current situation of Company A’s marketing channel strategy.In the next step,the analysis of the marketing channel strategy environment of Company A was carried out,including the analysis of the macro environment PEST,the competitive environment analysis of the Porter Five Forces Model,the microenvironment analysis of Company A,the SWOT analysis of Company A’s marketing channel strategy,and the analysis of consumer behavior of highend liquor.Then the paper analyzes and summarizes the following problems in Company A’s marketing channel strategy: the traditional channel terminal type is single,mainly tobacco hotel channels,and no integrated channel network has been established;the new channel system has slowly expanded,and the online channel operation has not been established;the channel conflict is serious,low prices and frequent problems of channeling;the contribution value of traditional dealers is low,and the passion for the cause is insufficient;the channel management tools are backward and the information management tools are lacking.On the basis of the above analysis,the paper uses channel management theory to analyze the causes of these problems.Then,the principles and goals of Company A’s marketing channel strategy optimization were clarified,and channel strategy optimization suggestions were put forward: optimizing the channel system from the aspects of structure and network,establishing an integrated channel system,and accelerating the integration of online and online channels;in channel control,strengthening the management of dealer management and core terminals,building strategic alliances to achieve long-term stable development;and strengthening channel information management to provide data for marketing decisions and improve efficiency for channel operations.Finally,the paper proposes the safeguard measures for the implementation of marketing channel strategies from the aspects of organizational guarantee,human resource guarantee,technical support,cultural guarantee,and capital guarantee.