Research On Optimization Of Marketing Channel Management Of Small Household Appliances In M Group

Traditional small household appliances,once regarded as the "New Blue Ocean" in the household appliance industry,have begun to "decrease" since 2020,their growth rate has slowed down,and the market has been in a downturn.Regardless of online or offline,Joyoung,Midea and Supor still maintain a trilateral trend,and an oligarchic competition pattern has formed.From the perspective of channel sales: in addition to the traditional strong e-commerce companies Tmall,JD and Suning,the prosperous community platforms have sprung up.Various social platforms such as Xiaohongshu,Tiktok,Pinduoduo,etc.have also become masters of many brand products.At the same time compared with other large appliances,small household appliances have the advantages of small size,no installation,and low univalence.So these platforms affected offline stores greatly,causing pressure on the operation of traditional small household appliance companies.In this case,in order to earn a place in competition,small household appliance enterprises need to cater to the current market situation and quickly change the offline marketing channel management strategy.This paper took the offline business module of M group’s small household appliances division as the research object to carry out the study,analyzed the external operation environment of M group’s small household appliances by using PEST,Porter’s Five Forces model and SWOT,and analyzed the problems and causes of M group’s small household appliances marketing channel management.Based on the STP marketing theory and analysis of the current problems,this paper put forward the improvement countermeasures and suggestions for the optimization of marketing channel management of small household appliances of M group,clarified measures for the optimization of channel management,and raised the suggestions for the optimization of offline marketing channel management of small household appliances of M group.The conclusions of this paper:(1)Many categories of small household appliances of M group topped the list in the industry with excellent operator system and perfect channel layout.However,with the rapid rise of traditional e-commerce and Internet,the diversification and fragmentation of marketing channels of small household appliances were becoming more and more obvious,and one agency business was becoming more and more mature,which challenged the inherent advantages of M group’s small household appliances in marketing channel management.In order to realize the continuous growth of offline business of small household appliances,M group needs to adjust the channel management strategy in the domestic offline market according to its own advantages and changes in the external environment.(2)Under the background of the rapid rise of Internet,the channel value chain of M group’s small household appliances was weakened,the online and offline operations were not combined,the promotion of direct marketing wasn’t sufficient,the development of the ability to deal with new channels lagged behind,and the awareness of marketing model reform was not opened up,resulting in the failure to form a joint force.M group should make use of its advantages in the industry to quickly reconstruct the goal of the value chain,implement the transformation of the direct supply system of marketing channels,consolidate the fundamentals of traditional channels and ensure the income of offline value chain members,so as to activate value chain members to participate in marketing channel management.(3)The offline business module of M group’s small household appliances should take measures to ensure the effective and rapid implementation of change actions,quickly reconstruct the communication mechanism,improve the target management system,carry forward the advantages of organizational culture,do guarantee the market resources,and pay attention to the construction of budget system and clarify budget principles.It also should sort out the normalized closed-loop mechanism and maximize the activation of the team by optimizing the assessment method of domestic sales.So as to better support the reform of marketing channels,improve the operation efficiency of marketing channels and ensure the success of marketing channel transformation.