Research On Marketing Channel Strategy Of Hanyu Jewelry Company

Marketing channel is an important part of enterprise marketing system.Society generally believes that jewelry marketing channel structure is relatively simple.Therefore,the study of jewelry marketing channels is not deep enough.In fact,the difficulty of establishing marketing channels and the stability after completion are the core of enhancing the lasting competitiveness of enterprises.Most of our jewelry enterprises for lack of systematic understanding of clear,marketing channels,marketing channel construction there is a serious shortage,resulting in the construction of marketing channels in the primary stage,cannot become the impetus for the development of enterprises.This choice of Hanyu jewelry company marketing channel research,Firstly,the concept of marketing channels,the types of marketing channels and the factors influencing the selection of marketing channel are systematically smmarized.Secondly,analyzed the current marketing environment of Hanyu jewelry company,including external environment and internal environment.the external environment analyzes the macro-environment and the industrial environment.Internal environment includes company profile,human resources,design and production capacity,marketing and organizational structure.meanwhile,it also explains the current management status of marketing channels of Hanyu jewelry company.including the current organizational structure of marketing department,current status of marketing channel structure and operation mode of channels.Through the analysis of the current situation,the main problem existing in the marketing channels of Hanyu jewelry company are obtained.there are conflicts of interest among the members in the channel,the second and third level marketing channels need to be further expanded,the channel members don't have the proper professional knowledge.the channel competitiveness of the ecommerce platform is insufficient.Thirdly,Hanyu jewelry company marketing channel optimization strategy:product strategy,price system and management strategy,integration management,channel management strategy transformation agent integration strategy,agent evaluation and incentive mechanism of information communication channels for regular assessment.The last,in order to ensure the effective implementation of the marketing channel optimization strategy of Hanyu jewelry company,it is necessary to establish the corresponding organizational guarantee.personnel guarantee and company network platform promotion an construction guarantee.