"Shida" Shandong Market Sales Channel Strategy Research

In recent years,China's domestic sporting goods industry has developed rapidly,there have been emerging brands emerging,and well-known domestic and foreign sporting goods enterprises in the Chinese market continues to staged a smoke-free battle.In the product manufacturing and brand building increasingly homogeneous today,the channel,but also the image of the metaphor of the enterprise's blood vessels,more prominent in its product marketing and development of the important position and the key role.Now industry products widespread overcapacity situation,channels,many enterprises is now a central part of market competition,reasonable and efficient sales channels to accumulate brand assets and captured a consumer market plays a decisive role.This paper,taking STAR in shandong market channels optimization strategy research for the thesis,channel is composed of a series of interdependent apparatus commercial chain,its definition is refers to the goods from producers to consumers transfer occurs through the path or channel,also is what we usually call,in the process of the flow of goods from producer to consumer,experienced by all link together to form a channel.By channel connection,the producer is the starting point,the consumer is the terminal,among which the link includes the wholesaler,the retailer,and the business service organization including the trading market and the broker.Optimization,as the name implies,is to reintegrate and upgrade existing channels or systems.On construction of marketing channels and the optimization is the key of the current marketing activities and strategies,according to my experience in selling industry for many years engaged in sports brand,because of its own unique product features of sports products and the market demand,and the specific purchase behavior of consumers,highlights the marketing channel construction for the important role of sports brand marketing success,according to the related research results show that the optimization of sports brand marketing channel construction contribution rate can reach more than a third,under the new situation,healthy and efficient channel planning is the magic weapon of the successful enterprise.In this paper,we use the literature,interview method,questionnaire survey method and case study method to analyze the case of sport brands,and analyze the wholesale and retail model in the environment of increasing competition in the field of sporting goods industry.O2 O,the whole channel and other channels of sales model,pointed out that the brand sporting goods enterprises in the channel construction problems,elaborated its development trend and combined with the new situation under the choice of sales channels should consider the constraints of a number of optimization strategies,Summed up the necessities and opportunities for the optimization of sales channels in China's sporting goods enterprises,and put forward the basic train of thought for the development of China's sporting goods enterprises.