Research On The Marketing Channel Integration Strategies Of H Brand Milk Powder Enterprise In Shandong

In recent years,China's dairy industry has experienced fast development,and its sales volume has increased by three times compared with 2009.No matter established brands or new brands,the traditional sales channels of all enterprises are basically mature.As an emerging sales channel,the e-commerce channel has been adopted by more and more vendors.Under the pressure of increasing profits and expandind the market,a growing number of dairy enterprises come to enter e-commerce field.In spite of the convenience brought by e-commerce channel,dairy enterprises are confronted with the contradiction and conflicts between traditional offline channel and e-commerce channel.The e-commerce channel shares the client resources and information of traditional offline channels,which produces a huge impact on traditional channels.While utilizing the client information and sales profits provided by e-commerce,all enterprises need to reorganize all marketing channels,and try to resolve the channel issues from the perspective of channel integration.Moreover,they need to balance the interests of all channel parties,and resolve the conflicts between e-commerce and traditional offline channels.Channel integration level determines the success of enterprise marketing campaigns.At present,all enterprises are exploring how to resolve the conflicts between online and offline channels,so as to find effective strategies.This paper is aimed to provide theoretical support for enterprise practices,and takes H Company in Shandong market as a sample to study the conflict management between online and offline channels in China's dairy industry.First of all,by referring to the related studies home and abroad,the theories of marketing channels and channel integration are outlined,and the research status of domestic and foreign scholars is summarized.Secondly,with the interview survey method,H employees,dealers and terminal channels and other key personnel are interviewed,and the channel status of H Company in Shandong market is introduced,in order to find existing problems and analyze their causes.Thirdly,through the analysis and research of H Company's e-commerce and traditional channels,the main internal and external influencing factors of H Company in channel integration are found out.Finally,by combining the theories of the channel conflict management and the channel conflict management problems of H Company in Shandong market,the advantages and disadvantages of several channel integration strategies are analyzed,and the best one is found,including the integration of offline channels,the integration of online channels,and the coordination of online and offline channels.It's recommended to take full advantage of all channel parties,and overcome their weakness and disadvantages in channel activities.By the means of product sales differentiation,and through the full integration of e-commerce and traditional channels as well as the coordination of online and offline channels,all channel parties can establish mutually beneficial relations and strengthen the brand position.Effective channel integration strategies are important to the companies that are seeking changes,especially those endeavoring to gain industrial leadership.Through the studies on the integration of existing channels,especially the channel integration strategies of H Company in Shandong market,this paper puts forward valuable suggestions on finding hidden problems and establishing feasible channel integration strategies,which can push the fast development of China's dairy industry,and help China's small and medium milk powder enterprises stand out in the fierce competition with foreign brands in channel marketing campaigns.