Research On The FD Marketing Channel Mode Of P Company

The distribution industry of consumer electronic products is widely popularized in China based on the mobile phone distribution business.Mobile phone distribution plays a vital role in competing for customer resources,obtaining profit space,and even for the layout of the industry.At present,the IT distribution business is undergoing rapid changes and gradually begins to integrate with multi-industry development.Mobile phone manufacturers,Internet giants have been speeding up the construction of a distribution model which centers on smart phones and extends to full-scene products.Full-scene products refer to PC,tablet,car,watch,glasses,speaker,earphone,smart screen,and other products that can achieve the interconnection of everything other than mobile phone products.Up to present,there has been much research on distribution channel management in China.This paper takes the domestic consumer electronic product distributor P Company as an example to study the current situation of channel management of P Company,focusing on the analysis of the unique FD mode of the enterprise.In the 20 years of development of the distribution industry,the FD model has played an important role and has had a significant influence on P Company.Due to the severe external environmental impact faced by the manufacturer,the mobile phone distribution business of P Company has shown a precipitous decline since July 2019,and the future mobile phone distribution business is not optimistic.Company P has maintained a dominant position in FD mode for many years,but it has not adjusted the channel management mode to adapt to the distribution business of products in all scenarios.The previous focus of channel management of P Company was based on mobile phone products.So whether the FD mode adopted by other products is feasible and whether it can support the business development of P Company needs to be the key.Therefore,this paper focuses on three issues: "the changes in the market environment of the distribution industry where P Company is located","whether the existing FD distribution model can continue to maintain its leading-edge" and "how to find a more optimized distribution channel".Firstly,based on the relevant reality and theoretical background,this paper analyzes that the essence of the existence of distribution channels is to realize the value for enterprises.Starting from the particularity of channel under the current FD mode,this paper finds out a variety of problems and severe challenges faced by enterprises.Porter's Five Forces Model and the Six Elements Model of Micro Marketing Environment are used to study the macro environment and internal micro typical characteristics of P Company.Then,it analyzes the three current business models of P Company.Finally,SWOT analysis is used to analyze the advantages and disadvantages of the enterprise itself.Provide effective suggestions for the enterprise's distribution channel capacity in terms of the perspective of channel management,management foundation and future channel mode exploration.Therefore,the author puts forward strategies for P Company's distribution business from four dimensions "give priority to with offline channels,online channel is complementary,and effective integration of the online","giving full play to the advantages of existing FD advantages and deepen cooperation with manufacturers in the whole scene products ","strengthen the management of market order","talent team construction ",hoping to help it solve the current development bottleneck,adapt to market changes and achieve sustainable development,which should have important reference value and guiding role in reality.There are 19 figures,8 tables,and 55 reference articles in this paper.