The Optimal Strategy Research Of Marketing Channel In D Coating Company

Nowadays China’s economy has entered a new normal stage,and various industries are undergoing profound changes.As one of the important strategic resources of an enterprise,marketing channels need to keep in pace with the times,follow the laws of market development,and be injected with new elements in order to help the enterprise grow and develop in the changing environment.D Coating Company is an old stateowned enterprise.Affected by the mode and the concept of unified purchase and marketing in the era of national planned economy,the construction of its marketing channels has gained any attention,and it has not made corresponding optimization design according to the development of the market.This leads to consumer satisfaction decline,market share squeezing,and weak growth in the company’s business.This paper starts from the vision of D Coating Company,focuses on its marketing channels and attempts to propose strategies to improve channel performance.With the relevant domestic and oversea marketing theories considered,this paper firstly analyzes the paint industry’s macro environment and D Coating Company’s competitive situation.Secondly,analyzes the existing channels,digs deeper into the channel,and finds out that D Coating Company’s channel performance has been poor in the recent years.Furthermore,through the questionnaire survey method,further analyzes the shortcomings of the existing channel.Finally,proposes alternative channel optimization proposals,uses the important factor scoring method to select the best and implements it.The channel optimization strategy proposed by the paper is an attempt to use advanced marketing methods in solving practical problems,and has great practical significance for D Coating Company.As a state-owned enterprise,D Coating Company lags behind in the construction of marketing channels.By using the modern channel theories,the paper helps in the channel’s optimization,which can improve it’s financial performance and non-financial performance.At the same time,the research on the subject can provide a certain reference for the coating industry and other state-owned enterprises.D Coating Company optimizes the design of its channels to meet the needs of the consumers in response to the new consumer groups surging on the market,and realizes the improvement of channel performance.Other coating companies or state-owned enterprises should also adjust their marketing strategies in a timely manner according to changes in the market environment to gain greater competitiveness.