Research On The Optimize Distribution Channel Structure Of Handicraft Company In International Market

Nowadays,in the international marketing,channel delivery plays a significant role.The conduct of a company,the way for enterprises’ products and services to enter consumption is through distribution.Reasonable distribution channels can make the whole process of product transfer from manufacturer to end consumer more smooth and efficient.Reduce or eliminate differences in production and consumption in time,place,number of varieties,etc.Therefore,for enterprises,if they want to occupy a position in international marketing,distribution channels are an important means for them to gain a competitive advantage,and it is needs to choose the structure of distribution channels.D company is an art craft company which integrating product design,progress,manufacturing and trade.The company mainly relies on international export trade as its main source of revenue,supplemented by domestic trade.Under the economic background of global economic fusion and continuable development,China is thinking under the general background of external environment as one of three transport of economic development,even D company has caught the chance of The Times,it has relatively stable sales.However,the existing distribution channel structure of D art crafts company cannot adapt the rapid progress of Internet technology and the fierce competition in the international market.The challenges faced in this process have affected the further development of the enterprise.For this reason,in terms of distribution channels in international marketing,the article conducts a scientific research on the structure optimization of the existing channel structure of D company,It aims to enhance the economic benefits of enterprises.Based on the analysis of D company’s distribution channel structure in overseas market and the current situation of D Company’s distribution channel structure in overseas market,this thesis analyzes the current issues of the company’s distribution channel construction from the three dimensions of length construction,width and breadth construction.Based on the construction theoretical innovation,channel integration and omni-channel marketing,and through method of document study and expert interviews,it will be found that the issues currently in D company’s current distribution channel structure in below:First,the construction of direct distribution channels is weak,and Company D lacks direct distribution channels for end individual consumers mainly for the purpose of self-use purchases;second,the selection of horizontal distribution channels is not pertinent enough,and cannot effectively base on the company’s product characteristics,customer preferences,etc.Provide targeted distribution channels,affect the distribution efficiency of horizontal distribution channels,and hinder the expansion of the market;Third,the distribution channel structure system is not perfect,the distribution channel model is single,still stays in the traditional distribution channel model,online channel distribution model construction is not perfect.In view of the above issues,this paper starts with the length,width and breadth of distribution channel design,and puts forward strategic improvement and countermeasures.The length design is to carry out the construction of end-consumer network marketing and establish distributor alliances at all levels;the width structure is to strengthen distribution.The channel selection strategy is to implement omni-channel horizontal distribution channel integration in the overseas market;in terms of structural breadth,it is to establish a diversified distribution system and realize the division of labor online and offline distribution design;finally,the company D company’s distribution system is integrated and optimized for all channels.It is hoped that via the analytic judgment and research of this article,D Arts and Crafts Co.,Ltd.will play a positive part in its own development in the overseas market abroad,improve its own competitive advantage in the overseas market,and at the same time,it will also help domestic small and medium-sized light industry manufacturing enterprises in the international market.The optimization management of market distribution channels has brought some inspiration and reference.