Research On The Marketing Channel Strategy Of WD Company Based On Market Segmentation Theory

After developing and expanding rapidly with the rise of the real estate industry,the building material industry in China has reached the stable and balanced adjustment stage with relatively fixed market capacity and increasingly fierce market competition,and the competition among enterprises in the industry has gradually shifted from products to marketing channels.Marketing channels are critical for the business of enterprises and marketing channel strategies are also a research focus in the field of business administration.As a medium-sized enterprise in the building material industry in China,WD depends on its channel construction in line with market changes and its improvement of channel management consistent with actual conditions to achieve development.This research first reviews relevant Chinese and foreign theories on marketing channels and channel relationship,analyzes the development status of the building material industry and its channel models and focuses on the selection and optimization of channel strategies of small and medium-sized enterprises in the building material industry.Based on the characteristics of market segments of WD products,this research analyzes the internal and external marketing environments of the company,uses the SWOT matrix to identify its strategic development direction,selects geographical factors and procurement method factors for market segmentation and determines different marketing mixes for different market segments to expand market efficiency and improve channel efficiency.In addition,through surveys and interviews of industry experts and customers in terms of factors affecting marketing channels,this research adopts factor analysis to analyze the factors and identify the problems existing in the marketing channels of WD.Finally,this research recommends that the marketing channel strategy of WD should turn to partner marketing and specific channel strategy optimization.