Research On Marketing Channel Of QM Company

Marketing channel is the most basic element of marketing mix and an important part of enterprise marketing activities.Through marketing channels,the enterprises that produce and their ultimate target consumer market can be closely integrated,understand consumer demand in the shortest time,quickly seize the market opportunities,and improve the sales of enterprises products.With the accelerating pace of economic globalization,the links between markets and factories in various countries are closer,and the production efficiency is greatly improved.But at the same time,a series of prominent problems arise,such as homogenization of products,equalization of profit calculation,and the same means of product promotion.In the market of gradual improvement and development,it has become more and more difficult to make profits only by traditional marketing methods.It is very difficult to gain overwhelming competitive advantage in the market simply by relying on product prices,promotions and other activities.In view of this phenomenon,it is urgent for enterprises to innovate the original marketing channels and establish a new marketing model,which has become the focus of the majority of scholars.QM Dairy Company is a dairy company with a good reputation and reputation in Gansu Province,and the brand has achieved in the region within the popular,the enterprise's marketing prospects are better.However,compared with some dairy giants,the development of QM dairy company is still in its infancy.There are many problems in marketing channels.QM Dairy Company is still lack of optimization on the width,function,structure,mode,system of marketing channels,which are the factors affecting the further strength of the enterprise.QM Dairy Company should make effective improvement.This paper takes marketing channel as the research topic,takes QM Dairy Company as the research subject,comprehensively considers the strategic goals and environment of QM Dairy Company's long-term development,combines modern marketing channel innovation and optimizes relevant theories,and proposes the goal of optimizing the marketing channel of QM Dairy Company.The channel optimized content is designed reasonably.This paper first expounds the background and significance of the research,summarizes the relevant theoretical results of channel marketing at home and abroad,and summarizes the concept,function,structure,model and related theories of marketing channels,combined with dairy products.The current situation of the market and the basic situation of QM's marketing channels respectively analyzed the feasibility of QM's marketing channel optimization from the perspectives of challenges,environment and conditions,and proposed the optimization strategy of QM company's marketing channels.In the optimization design of marketing channels of QM Dairy Company,this paper carefully analyzes the shortcomings and problems of QM Dairy Company's existing marketing channels from the perspectives of length,width,structure and mode of marketing channels,from guiding ideology,basic principles and overalls.The five dimensions of planning,specific content and safeguard measures optimize the existing marketing channels of QM Dairy Company.Through the analysis of the problem,the determination of the target,and the design of the plan,it will help to further broaden the marketing channel of the enterprise,improve the quality and efficiency of the enterprise.Based on the analysis of the current situation of QM's marketing channels,this paper believes that in the face of fierce market competition,the cost,mode and demand of the dairy marketing channel have undergone drastic changes,and QM marketing channels have many problems such as control dispersion,low efficiency,and so on.The problem is that QM needs to improve the modernization level,improve the control ability,improve the market response efficiency,improve the quality of membership,and improve the aspects of upstream driving.By optimizing the channel model,improving channel adaptability and optimizing channel structure.Improve channel controllability,focus on network development;enrich channel functions,optimize logistics system,reduce product deterioration;optimize cooperation mechanism,achieve mutual benefit and win-win,strengthen organizational security and technical support,thereby maximizing marketing channel efficiency To enhance the competitiveness of the enterprise market.