Meitai Company's Online Marketing Channel Optimization Research

In the new round of scientific and technological revolution and industrial transformation in the world the integration and development of the Internet and various fields has broad prospects and unlimited potential.In recent years,China's productivity development and electronic information technology have been continuously improving,and online shopping has become a daily life.An important part of.Meitai's automotive lubricants business is an important part of its presence in the Chinese market.With the booming development of the Chinese automotive market and the increasing number of automobiles,along with the development of e-commerce,Meitai is also striving to explore online channels.The establishment of the lubricant online channel is growing up in challenges and doubts.It is a brand new attempt for the company.The automotive lubricant business goes from offline to online,how to manage the conflict between online and offline channels.How to manage chaotic and complex online channel products,control prices,and maintain brand image are all issues that need to be seriously faced,optimize online channels,and come up with solutions to expand the foundation of online channels.This process has a long way to go to enhance brand influence and achieve sales transformation.This thesis analyzes the macro environment of Meitai China through the PEST model,analyzes the status quo of the industry through the five-force model,and analyzes the current situation of the online channel of Meitai using channel power theory and channel diagonal theory,and according to relevant theories.The online channel optimization plan was put forward,and the problems faced by the company under the new e-commerce business model were pointed out.A complete online channel optimization system was developed,from price control,brand reputation maintenance,and online dealers unification.Management standards,emphasis on consumer experience and other aspects to improve.It provides a practical reference for the channel management model of the automotive lubricants business in the e-commerce market.