Research On The Optimization Of Henan Marketing Channels Of YS Clothing Company

The importance of marketing channels for now the fierce competition in the clothing industry has a crucial position.The quality of Enterprise Channel Management is directly related to the realization of enterprise strategic objectives.In the face of the fierce market competition environment,it is necessary for garment enterprises to have efficient and perfect marketing channels if they want to increase their marketing revenue and profits and bring them sustainable market competitiveness for their development,thus enhances the enterprise market share unceasingly,expands the market share.Ys Garment Company is a small and medium-sized garment enterprise integrating design,production,processing,sales and e-commerce in Henan Province.During the years of development,YS garment company has continuously expanded its marketing channel coverage and captured the market,but at the same time,there are many problems in the development of the channel.This article takes YS clothing company as the research object,through consulting the domestic and foreign related marketing channel theory research,induces the research result which is suitable for YS clothing company marketing channel optimization,unifies the personal practice experience in the channel management work,study on the optimization of YS marketing channel in Henan Province.First of all,the status quo of YS Company and the development of marketing channels are analyzed to understand the general situation of YS company.Secondly,according to the analysis of Marketing Channel Optimization Environment of YS Company,we fully understand the macro-environment and competitive environment of marketing channel optimization of YS company in Henan Province,use SWOT analysis method to sum up the marketing channel optimization of YS company in Henan faces the advantages and disadvantages of the opportunity risks.Thirdly,the paper investigates the customers‘demand of Henan market by questionnaire survey,determines the channel product orientation,adjusts the marketing channel structure and optimizes the management of the marketing channel.Next,to optimize the design of YS company's Henan Marketing Channel,set up YS company‘s Henan Marketing Channel optimization goal,optimize YS company's Henan Marketing Channel Structure,optimize YS company's Henan Marketing Channel Product,optimize the members of marketing channel of YS company in Henan,optimize the relationship of marketing channel of YS company in Henan.Finally,in order to ensure the implementation of YS Henan Marketing Channel optimization design,this paper puts forward the marketing channel optimization management strategy from two aspects of channel member selection and incentive measures,as well as on-line and off-line channel conflict and control.By optimizing the marketing channel of YS company in Henan Province,we can spread the marketing channel of YS company in Henan Province and improve the marketing channel ability,so as to improve the efficiency of marketing channel.