Research On Marketing Channel Optimization Of H Printing Equipment Company

In recent years,e-commerce in China has been continuously advancing and developing,and the online shopping environment in China has been constantly improving.Factors such as the popularization and promotion of e-commerce platforms and the diversification of consumer demand have provided strong conditions for the continuous expansion of the online shopping market.Faced with the growing pressure of online sales market share,many enterprises have opened up online sales channels based on traditional offline channels,and tried to use the dual channel integration model to meet customer consumption needs and enhance market competitiveness.Therefore,this article will focus on the optimization of marketing channels for H Printing Equipment Company.This paper selects H Printing Equipment Company’s marketing channels as the research object,aiming to identify the problems faced by the company’s current marketing channels and propose targeted strategies.By sorting out the current research status at home and abroad,defining the concept and connotation of marketing channels,and based on this,a review of theories related to marketing channels was conducted.Using a combination of quantitative and qualitative methods to analyze and study the problems existing in the company’s marketing channels,the research results show that the company has problems such as price competition in online channels causing losses in offline channel profits,insufficient stickiness of channel distributors,slow growth of non main products,and insufficient promotion efforts and after-sales service capabilities in offline channels.And optimization strategies have been proposed for H Printing Equipment Company to address these issues,including online and offline channel optimization,offline channel optimization,and online and offline channel integration.These include online and offline price coordination,increasing dealer stickiness and new breakthrough points,increasing non main product business growth through online and offline product combinations,expanding offline marketing channels to enhance brand exposure,and optimizing after-sales service systems.By optimizing marketing channels,we aim to achieve dynamic consistency in the three-dimensional development of the company,channels,and market,build an effective marketing channel network,and meet the long-term market development needs of enterprises.