Research On Countermeasures Of Marketing Channel Management For M Clothing Company

With the development of the market economy,China has gradually become the largest garment manufacturing and consumer country in the world.After many years of development,the market scale of garment industry has increased year by year.However,China is still not a strong garment country,and there are few world-class clothing brands in the international market.Since twenty-first Century,Chinese brought the implementation of global economic policy into force,a large number of international clothing brands began to enter the Chinese market;at the same time,the government encourages the establishment,private enterprises are increasing rapidly,there are many forces of local generation to join in the garment industry,industry competition is becoming increasingly fierce.The market demand of the garment industry has the characteristics of rapid change.Therefore,the enterprises need to have the ability of rapid strain.The fast changing market makes the clothing enterprises take the customer's demand as the marketing focus.As a marketing channel for direct contact with customers,more and more attention have been paid by enterprises.Paying attention to the marketing channel management of clothing enterprises can make enterprises win customers in the increasingly fierce market competition of clothing industry.M clothing company is a A-list of haute couture enterprises in China,the company is currently operating 6 clothing brands.M clothing company has gained a high reputation in the haute couture market in China after accumulating over 20 years.However,a lot of channel problems have been accumulated,which has restricted the development of the enterprise.Nearly 90% of M clothing sales revenue comes from offline channels of direct channel,and sales revenue of other channels is relatively low.There are problems of channel management in this enterprise,which affect the healthy and orderly development.Since 2016,the sales revenue of M clothing company has begun to decline,and the problem of enterprise channel has gradually emerged.Based on the actual situation of marketing channel management of M clothing company as a case,using the theory of channel alliance,channel conflict management,channel integration theory,combined with the characteristics of China's garment industry,analysis of the current situation and reasons of channel management of Mcompany,the author provides the marketing channel management strategies for M clothing company,and formulates corresponding measures,and strives to the channels of the enterprise to solve the current problems,in order to enhance the enterprise competitiveness of the channel.The following is the main research value: one,through the analysis of M garment enterprise channel management situation,the author wants to put forward in line with the actual situation of the enterprise marketing channel management countermeasures and safeguard measures;two,in the process of solving the problems of channel management,we put forward the implementation steps of channel member's strategic alliance,the establishment of price management system,and the establishment of channel human resources mechanism.