Research On Optimization Of Marketing Channel Management Of Changchun Branch Of Yili Group Liquid Milk Department

At present,there are about more than 2000 dairy enterprises in China.With the intensification of global competition,foreign dairy enterprises have gradually penetrated into the Chinese market,and the competition among dairy brands has become increasingly fierce.The fierce market competition has led to the transition of the industry development from extensive and simple to fine growth,and the status of marketing channels has become increasingly important.Therefore,effective channel management has become a key problem faced by SMEs.Inner Mongolia Yili Industrial Group Co.,Ltd.is one of the largest and most complete dairy enterprises in China.With its high quality milk sources,extensive distribution channels and reasonable target market positioning,it occupies a place in the domestic dairy market.However,there are still some defects in the specific marketing channels and management mode.Only by changing the traditional marketing management mode can we survive and further develop in the fierce external competition.In this paper,Yili Group liquid milk minister Chun Branch as the research object,in the access to sufficient literature and field research on the basis of its management status analysis.Combining with the current situation of channel management in enterprises,this paper analyzes the problems existing in market channel management by using existing theories,and puts forward the optimization scheme of channel management;then,through in-depth analysis,the concrete implementation steps of channel management optimization scheme are given,and the possible problems in the implementation process are predicted.A solution is available for reference.It is found that Chun Branch,Yili Group's liquid milk minister,should establish reasonable standards for dealers ‘ auditing,actively build professional marketing teams that can adapt to different channel environments,quantify the management of retail terminals and related channels,properly motivate outstanding employees and teams,and establish indicators to regularly evaluate channel performance.Quantitative assessment,further optimize their own channel management process;in the case of reducing fleeing goods,improve the efficiency of distribution system and terminal sales promotion capabilities,give full play to brand advantages,enhance the competitiveness of enterprises.This paper makes a systematic analysis of the problems existing in the channel management of Chun Branch of Yili Group's Minister of Liquid Milk,and puts forward the optimization scheme of channel management,which has certain reference significance for the dairy industry to optimize the channel strategy and improve the channel sales efficiency.