Research On The Marketing Channel Of KD Company

With the popularization of Internet technology,China's smartphone market is close to saturation,and China's mobile phone shipments have been declining for three consecutive years.With the advent of the 5G era in 2020,the mobile phone industry will face a reshuffle.Under such an industry background,KD Corporation,as an enterprise with mobile phone products as its core business,is facing great challenges.KD's Internet business model has created a myth in the era of the rise of the Internet.It has achieved the country's top sales in just 4 years after the company was established.Strength,the company is facing unprecedented challenges,and relying solely on Internet marketing is no longer dominant.The company urgently needs to expand offline channels and deepen the channels.Only in this way can it occupy market share and achieve the goal of returning to the first place in China.Based on the current status of KD's marketing channels,this article briefly introduces KD's companies and products,and analyzes KD's marketing strategies and competitive environment to facilitate the analysis of marketing channels.In the analysis of marketing channels,it mainly analyzes the current situation of channel structure,channel participant status,and channel management status.Based on the current status of KD's marketing channel,it borrows relevant theories of marketing channels from channel design,channel members,and Management,channel management based on marketing factors identified some problems,such as the shortage of offline channels,channel settings that did not meet market demand,and lack of effective incentives for member management;and then applied scientific channel management theories to the existence of KD's marketing channels.The problems are given corresponding suggestions from the aspects of channel design,channel member management,and channel management.For example,the rapid expansion of offline channels,the reasonable setting of channels according to market demand,and effective incentive measures.Finally,it is concluded that KD company needs to supplement the shortage of offline channels by adjusting the structure of marketing channels;by strengthening the management of the channel members through building marketing teams and motivating channel member,etc.,to help the company achieve its distribution goals;The product strategy,pricing strategy,promotion strategy,and logistics management of marketing elements are used to strengthen channel management to improve the company's channel efficiency and maximize company profits.Help KD company achieve the goal of kingship in the intelligent era.Through the research in this article,on the one hand,it has enriched the research literature of marketing channels to a certain extent,and at the same time,it can provide relevant theoretical guidance for the practice of marketing management and improve the theoretical research system of marketing management.On the other hand,it supports the marketing channel strategy for the company to achieve the king status in the smart era,and provides reference and reference for achieving its strategic goals.