Research On OD Company Marketing Channel Optimization Strategy

As the carrier of marketing distribution,marketing channel still plays an important market value in the industrial product market and plays an important role in the realization of customer value delivery.While the distribution ability and service function of the marketing channel affect the development of the product market,the channel itself is also influenced and changed by the market environment,that is,the coordinated development of the marketing channel and the market.Today,with social technology progress driving quick changing of marketing environment,it’s a problem of many traditional industrial products enterprises considering seriously how to realize the dynamically coordinated development of marketing channel structure,function with market environment,and build a channel system matching with the market demanding.Based on OD as case study that is on the basis of the existing market channel theory and literature research,by reviewing the company’s 20 years of development process,this study will analysis experiences and lessons in the period of initial constructing and developing about market channel,and summary some problems&causes about channel structure and management in the mature period.The company’s single channel structure and channel function of simple trade mode can’t fully meet the current market developing demand,which will affect the further expansion of the market.Meanwhile,through the analysis of the channel environment,it is found that the new market environment challenge and brand competition threats that the company is currently facing by the channel environment analysis will bring high uncertainty to OD’s future market developing,and there is a strong asymmetry between the existing channel system with the new market opportunities.Based on the above analysis and connected with OD’s resources and capabilities,putting forward the market channel optimization strategy:the market channel will adopt new market environment and business demand by optimizing channel structure,building industrial sales channel profession demand-centric and direct sales channel focusing on customer’s demand of price sensitivity,and direct or industrial sales channels will be promoted development by establishing information channel,hybrid channel system including direct sales and distributing sales will be set up;the business boundary of direct sales channel and information channel should be standardized by management optimizing,the selecting mode of industrial channel and the assessment&management system matching with the new channel structure should be established.Therefore,by implementing the guarantee measures of channel optimization strategy,channel optimization strategy will be effectively executed which is promoted from the perspectives of organization,technology and culture,so as to realize the dynamic consistency of the three-dimensional development of the company,channel and market,and construct an efficient marketing channel network that meets the long-term market development goals of the enterprise.This paper is an empirical research based on the factual market conditions of OD’s Chinese Company,hoping to find the market operation and marketing channel developing strategy suitable for the current environment on the basis of the research conclusions of this paper,so as to improve the company’s market competitiveness and product market shares;And based on the development of network information technology,improving the industrial product market "people,goods,field" layout and OD’s market operation efficiency and customer satisfaction.