Research On Optimization Of Channel Marketing Strategy Of Company A

In recent years,with the rapid development of the Internet and the impact of the COVID-19,the traditional retail industry is suffering an unprecedented impact.The“consumer centric”marketing model occupies a more dominant position in the retail industry,and the personalized needs of consumers are increasing day by day.In this situation,any single channel marketing model can no longer fully meet the needs of consumers.As a result,traditional retail enterprises in China have begun to transform and develop towards an omnichannel marketing model that integrates online and offline collaboration.Company A is a home textile retail enterprise that integrates research and development,design,production,marketing,and logistics.In the face of unpredictable marketing markets,enterprise operations also encounter many obstacles and development is facing a bottleneck period.Trapped in difficulties such as insufficient growth momentum,rising costs,reduced operating revenue and profits,slow progress in channel marketing transformation,and poor synergy between online and offline channel marketing,these have seriously constrained the development of enterprises.How to actively promote the construction of enterprise’s omni channel marketing system,improve the transformation rate of enterprise’s channel marketing,and enhance the competitiveness of enterprises,while consolidating the existing competitive advantages of enterprises,is a serious problem that needs to be solved urgently in front of Company A.This article aims to help Company A identify the shortcomings in its existing channel marketing strategy through this analysis and research,and then develop a more comprehensive and reasonable channel marketing strategy optimization plan for it.It promotes resource sharing,complementary advantages,and coordinated development of the enterprise’s online and offline channels,comprehensively realizing the formation of the enterprise’s online and offline omnichannel marketing system,and enabling the enterprise to find ways out of the current predicament.This article comprehensively uses consumer questionnaire analysis and interview methods to analyze the current status of the company’s channel marketing,and proposes the problems and shortcomings of Company A’s existing channel marketing strategy.The main issues include the following: Firstly,Company A has poor online and offline collaboration,scattered data from various platforms,and cannot be centrally managed.The enterprise’s omnichannel marketing service management platform has not been established yet.Secondly,the brand Market penetration is low,and the market sinking is not ideal.Once again,the proportion of direct stores in offline channels is relatively large,which puts greater financial pressure on enterprises and reduces their ability to cope with potential market risks.Fourthly,the importance of online channels is slightly insufficient,and channel control is poor.Finally,the price of company As products is managed disorderly among various channels,and a unified Price system has not been formed online and offline,which has seriously affected the brand influence of the enterprise and consumer trust.This article is based on theories such as marketing and omnichannel marketing,with the goal of catering to the personalized needs of consumers.Targeted optimization strategies have been developed to address the aforementioned issues in enterprise channel marketing.The specific optimization strategy includes the following points: Firstly,cooperate with professional IT companies to build an enterprise omnichannel marketing data and service management platform.Secondly,offline channels should appropriately reduce the proportion of direct stores and focus on expanding franchise stores and sinking the market.Thirdly,increase investment in online channels,establish and improve the company’s private domain operation system,upgrade the official We Chat mini program mall,increase its usage rate,improve the membership service system,and provide deep membership services.Fourthly,continue to consolidate its offline sales channels.Fifth,create differentiated selling points and provide personalized customized products.Finally,establish a unified online and offline Price system for enterprises.In addition,to ensure the smooth implementation of the plan,reasonable institutional guarantees,talent guarantees,technical guarantees,and financial guarantee measures have been formulated.I hope that through the research in this article,on the one hand,we can effectively solve the practical problems of Company A,and at the same time,provide reference significance for other similar enterprises.