C Paint Company Marketing Channel Optimization Research

In enterprise management,channels as important bridges for connecting products and consumers and important strategic resources for enterprises are increasingly valued by companies,and the depth of which can be tapped is immeasurable.For the coatings industry,with the continuous deepening of economic globalization,the core R&D technology that enterprises hold is no longer the only weapon of competition.What is more important is how to strengthen the construction and management of their own marketing channels.As a professional service provider for domestic wood coatings,C Coatings has a certain brand awareness and market share.However,at present,the development of enterprises has gradually entered a period of flattening,and it is urgent to find a further breakthrough.Therefore,this study aims to find out the main path for C company to break through the bottleneck,that is,to answer why the bottleneck period and how to optimize and improve to break through the bottleneck period.For the current macro industry environment and micro-competitive environment in which company C is located,the company has little room for improvement in terms of product,price,and promotion,and cannot achieve breakthrough development.Therefore,for Company C,the channel marketing element has become a key breakthrough for the company's development.The purpose of this study is to systematically analyze the internal and external environment of Company C to understand the specific problems faced by the company's current marketing channels and the breakthrough points that can be optimized.At the same time,the company proposes appropriate channel optimization strategies to guide the company's channels.Optimize practice and provide lessons for similar companies.Specifically,this study consists of the following five parts: The first part is the introduction,explains the background and current research status of the research;the second part analyzes the internal and external environment of the company C,including the two chapters of the external environment analysis and internal condition analysis;Part of the C company channel status analysis and issues proposed,specifically from the channel model and channel management in two aspects;the fourth part of the channel optimization strategy and implementation measures proposed,following the previous part,put forward specific optimization strategies;the last part is the conclusion In part,summarizing the content of this study and suggesting possible research deficiencies.The study found that the main reason for the bottleneck period of company C was the company's lack of channel construction(ie,the single channel model,lack of overall layout;channel management still needs improvement,lack of credit support,and serious channel conflicts).Therefore,this study proposes improvement strategies and specific implementation measures from two aspects: channel model optimization and channel management optimization.