| Wallpaper is a kind of interior decoration materials,because of its beautiful decoration effect,the effect of high installed once occupied office buildings,hotels and other high-end places.In recent years,with the improvement of the living standard of the residents,the wallpaper is rapidly entering thousands of households.With the rapid development of wallpaper industry,the sales channels also exist some problems,such as the traditional marketing model,marketing channel,marketing competition is standard,therefore,further research issues related to marketing channel,put forward the solution clear,accurate implementation of the marketing strategy,to promote the wallpaper industry at the end of the marketing of great significance.Through the analysis of LM company’s environment,including its external environment and internal environment,market demand and consumer behavior analysis,etc.,and on this basis from two aspects of channel length,width,put forward the optimization strategy,and also puts forward some other development channel and guarantee measures to promote the implementation of the optimization scheme,and establish the crisis early warning mechanism.There are marketing channel conflicts in both horizontal and vertical channels;channel members selection is not strict and management is inadequate;the single incentive led to order problems,such as vicious competition;communication of information is not smooth and feedback isn’t on time,which were leading mistakes in decision-making;lack of oversight mechanisms made difficulty in finding the wrong channel members.LM company needs to further optimize its marketing channels.LW company’s channel optimization needs to develop high quality members,ease the channel conflicts,improve the speed and accuracy of information transmission and improve market share.It needs some principles:to flat channels;to adapt to the local market and to control,coordination.LM company optimize marketing channels from two aspects:the length and width of the channel.In length aspects,LM company firstly shortens the marketing channel length,meanwhile it takes variety measures to make terminal members understand products and the culture of this company;in width aspects,LM company firstly optimize the straight camp shop,for example middle wholesalers and retailers.It also needs to develop other distribution channels,for example tea class drinks,and tea class food and tea class health products.LM company at the same time needs channel management to match the its distribution channels.In the aspect of easing channel conflicts,LM company establishes margin system and contract management for middle wholesalers,establishes more indexes assessment system for channel members,controls the channel levels and their members number,implement difficult packaging of products and the same commodity price system.LM company incentive its channel members to actively participate to stimulus customers’ consumption needs.LM company’s products management need to classify.It should strengthen the information communication of its channel members and establish marketing channel warning mechanism to prevent the channel crisis. |
