Problems And Contermeasures Of S Company Digital Marketing Channels

In the past,the company’s main profit came from the price advantage of its products.With the progress of society and the continuous development of the digital economy,the company’s profit space has gradually focused on the competitive advantage management of marketing channels.More and more companies are beginning to put marketing channel management in a more important position.Nowadays,the market environment is facing the serious homogenization of products,the same marketing methods and the slight price gap.It will become an important method for enterprises to establish competitive advantage to obtain marketing channel information quickly and manage them digitally.At present,the research on digital management of marketing channels at home and abroad is not mature enough,and a complete theoretical system has not yet been formed.Because marketing channel management still lacks systematic,scientific,and professional theoretical guidance,this has caused many deficiencies in the company’s marketing channel management,which invisibly brought a lot of unnecessary losses and cost waste to the company.This paper first analyzes the literature of marketing channel management and digital transformation.Based on the marketing channel management theory,the paper designs the questionnaire of digital management in terms of channel design,channel conflict,channel evaluation and channel member incentive.It analyzes and studies the digital management status of marketing channels in S company,and finds out its digital management of marketing channels The deficiencies of construction include lack of means of quick access and integration of marketing channel management information,lack of channel value evaluation to influence marketing channel management strategy,lack of channel abnormal monitoring to affect timely response of channel management,and lack of data business ability to influence channel management automation strategy.Then,according to the digital transformation push pull theory and the digital transformation path analysis theory,the paper designs the digital management idea of marketing channel,and constructs the digital management systemresearch of marketing channel man agement of S company can provide reasonable and eff ective basis for the company’s marketing channel mana gement optimization,effectively improve the competitiv eness and management level of marketing channel from four dimensions: establishing marketing channel management platform,value evaluation,change analysis and business data.Therefore,the paper puts forward the Countermeasures of digital management of marketing channels in channel design,channel conflict,channel evaluation and channel member incentive.Finally,the paper puts forward the guarantee measures of digital management of marketing channels from the aspects of digital management consciousness,system,organization and supporting facilities.Through the research of this article,we can provide more reasonable and effective basis for S company marketing channel management optimization,further improve the company’s marketing channel management efficiency through digital means,and at the same time form a multi-party win-win ecosystem for the company and the upstream and downstream distributors of the channel,and improve channel management Efficiency,enhance channel competitiveness;on the other hand The digital management of marketing channels of similar domestic companies or industries provides reference significance.