Study On The Problems And Countermeasures Of Marketing Channel Management Of Haoxiangni Company Under The Background Of New Retail

In the era of continuous development of big data,artificial intelligence,digital marketing and other technologies,the advantages of traditional e-commerce traffic dividend are gradually shrinking,and traditional e-commerce is facing the "ceiling" of further development.At the same time,the offline marginal customer acquisition cost is almost unchanged,and the entire retail industry has begun to enter a critical period of reform.Under the huge change of global COVID-19,offline marketing channels are facing new opportunities and challenges,so the value of offline marketing channels needs to be further reassessed.New retail has become a feasible way to solve the problem of online and offline marketing development.Under the background of new retail,many enterprises begin to seek new marketing channels or optimize existing marketing channels.This research takes Haoxiangni Company Health Food Co.,Ltd.(hereinafter referred to as Haoxiangni Company)as the research case of this paper.First,it reviews the relevant theories of marketing channels.Based on the theories,it conducts a multi-dimensional analysis of Haoxiangni’s marketing environment through Porter’s Five Forces Analysis and STP strategic tools;Then,we focus on the analysis of your company’s marketing channels.Through the questionnaire method,we found five problems existing in Haoxiangni’s existing marketing channels: obvious conflict between online and offline channels,weak development of offline franchise stores,lack of overall planning of marketing channel structure,weak competitiveness of marketing channels,and lack of a systematic channel management system.Aiming at the problems that seem to exist in Haoxiangni’s marketing channels,the corresponding solutions are proposed:focus on solving the conflicts between online and offline channels,actively optimize offline marketing channels,actively layout new marketing models,actively optimize and adjust the channel structure,and optimize the product structure and price.Through the multi-dimensional analysis of the marketing channels of Haoxiangni Company,this paper finally comes to the conclusion that Haoxiangni Company is a relatively successful new retail case for the integration of marketing channels,and the marketing channel integration of this enterprise can provide reference for the integration of marketing channels of the same type of enterprises.