Study On Optimization Of Gypsum Board Marketing Channel Of ZYH Company

Gypsum board is popular in Germany,United States,Japan and other countries because of its safety,comfort,speed and environmental protection characteristics.Compared with developed countries,the time for our country to produce gypsum board is short,however,with the reform of wall materials and the development of construction industry in China,the demand for gypsum board is becoming stronger and stronger,and the output continues to rise,which has become an industry with good foundation and prospects for development.In recent years,due to the increasing concentration of gypsum board industry,foreign giants have adopted the way of increasing R&D investment in Asia-Pacific region and constantly setting up new production lines,constantly eroding the living space of other small and medium-sized gypsum board production enterprises,which makes ZYH company face a very fierce market competition situation.Faced with the difficult industry situation,this paper attempts to ZYH company marketing channel analysis as a breakthrough point to seek the future development of small and medium-sized gypsum board production enterprises.Firstly,the paper defines the connotation of marketing channel and elaborates the theoretical basis related to this study,mainly including the related theories and strategic analysis of marketing channel.Secondly,on the basis of introducing the basic situation of ZYH company,the paper analyses the current situation of ZYH company's marketing channel from three aspects: marketing object,marketing team and channel distribution,and analyzes the problems existing in the company's marketing channel,including unreasonable channel structure,weak marketing team and low level of channel management,and analyzes the causes of the problems.Then,based on the strategic management idea,the paper analyses the macro-environment faced by the company from the four aspects of economy,society,politics and technology.On the one hand,it analyses the characteristics of the domestic and foreign market environment faced by the company,on the other hand,it uses Porter's five-force model to analyze the competitiveness faced by the company in the industry.The situation analysis mainly clarifies its advantages and disadvantages.Based on the analysis of internal and external environment,the SWOT matrix is constructed,and ZYH company's future development strategy and corresponding marketing strategy are determined.Finally,based on the determined marketing strategy,the paper clarifies the goal of marketing channel optimization,puts forward the principles of cost optimization,innovation and customer-oriented marketing channel optimization,and further puts forward the countermeasures and suggestions of channel optimization from three aspects: sound incentive mechanism of marketing channel,channel strategy adjustment and channel talent team construction.In the aspect of incentive mechanism,this paper mainly discusses the design of rebate policy and evaluation index;in the aspect of channel strategy adjustment,it clarifies the market orientation of the company,puts forward the management strategy of channel conflict and optimization measures of channel members;and in the aspect of talent team construction,it puts forward corresponding countermeasures from the aspects of marketing team adjustment,channel member training and talent introduction.