The Study Of Influence Factors On Sales Channel Selection About Infant Formula Company

The domestic maternal and child market has a fixed target market and sales channels,but many new e-commerce sales models have emerged under the booming e-commerce,which poses new challenges to the traditional maternal and child company channels.Infant companies must still rely on traditional offline channels to consolidate the market.On the other hand,they must actively explore online channels to acquire new customers.Thus,the separation and integration of online and offline channels becomes an important issue.Based on the relevant theories of marketing channels,this paper understands the conflicts of marketing channels and related theories of integrated management.Research shows that when retailers deal with online and offline channel relationships,multi-channel marketing can achieve better benefits and become a long-term competitive advantage.Then it analyzes the development direction and characteristics of the marketing channel of maternal and child industry.The traditional offline channels of the maternal and child industry are facing competitive pressures such as inventory,price and passenger flow;while the online channels of the maternal and child industry are showing rapid development,the e-commerce model is diversified,and content is empowered in channels.More consumer scenarios.The integration of marketing channels of enterprises is a marketing concept and marketing practice to avoid conflicts between online and offline channels,and to achieve resource sharing and complementarity.According to the previous scholars' research and the characteristics of maternal and child industry,this paper proposes that the separation of the online and offline channels of the maternal and child industry or the integration strategy is mainly influenced by five factors,namely product richness,consumer segmentation,and product.Maori space,channel competition intensity and retail terminal complementarity are the most important research basis for this paper.In the process of selecting the channel segmentation or integration,it is necessary to analyze the internal factors of the enterprise and the external environment factors,and make a marketing channel strategy that meets the needs of the enterprise based on the external market research and internal resource/capability analysis.This study uses W company as the research object.W's traditional offline marketing channel is the basis of the channel strategy;at the same time,W company is also exploring online channels.As a foreign-funded enterprise that entered the mainland market earlier,the development of W Company encountered bottlenecks,channel resources were seized,sales performance growth was weak,and the transformation of marketing channels became the current priority.According to the current situation of W company,it analyzes the five factors that influence the channel selection of maternal and child enterprises,and believes that W company should adopt the online and offline channel integration strategy.Finally,it puts forward strategic suggestions on how to conduct online and offline integration of W company,including the online and offline channel distribution of products needs to penetrate into the offline through the line;the price online and offline channels need to be consistent;Promotion activities and promotions for online and offline cooperation,online use of a variety of promotional methods,offline need to strengthen the consumer experience;online logistics and offline integration of terminal logistics to maintain consumer loyalty Break through the business bottleneck.As a company with a small market size,W company's marketing channels should conform to the market trend.On the basis of maintaining the existing offline channels,optimize the channel structure,pay attention to the development of online channels,and integrate online and offline channels to enhance The company's core competitiveness in the maternal and child industry.