Research On Optimization Of Marketing Channels For K Company’s Bearing Export Business

With the in-depth development of modern information technology,the world has entered the era of Internet + big data.Big data is changing people’s thinking,production and life style,and countries are increasingly closely connected.At the same time,bearing enterprises are faced with fluctuating external business environment,variable market demand and increasingly fierce industry competition.Therefore,according to the market environment and the characteristics of bearing enterprises,it is the general trend to formulate feasible marketing channel strategy.After more than 30 years of development,K Company has become a comprehensive private enterprise integrating research and development,manufacturing,marketing and aftersales.The company’s main products are mechanical bearings such as mine and steam turbine,and the products are positioned as the middle and high-end bearing market in foreign countries.Under the dual impact of the COVID-19 pandemic in 2020 and the weak international market,the company’s order volume and profit declined,making it difficult to operate.In the face of the crisis,how to increase market share and enhance market competitiveness through transformation and upgrading,strengthen marketing channel management and broaden marketing channels has become an important topic for K company’s development.Based on the theory of marketing channel management,this paper analyzes the macro environment of K Company by PEST analysis method,analyzes the current overseas market environment of K Company from the perspective of overseas customer demand and competition,and analyzes the internal environment of K company from the perspective of organization structure,human resources,export marketing status,etc.It points out the problems existing in K company’s bearing export business in marketing channel design,channel member management and channel conflict.STP strategy is used to determine the target market and positioning of K company,and it is pointed out that the bearing export business of K company should be market-oriented,adopt marketing channel combination strategy,adjust the structure of marketing channels,strictly control the selection process of channel members,relax the credit conditions,give price discounts and other disguised ways to yield profits to middlemen.Do a good job in motivating channel members and strengthening channel member conflict management,and give specific marketing channel optimization scheme.According to the above analysis results of the paper,in order to ensure the smooth implementation of the marketing channel optimization plan for the bearing export business of K Company,it is necessary to take safeguards from the aspects of optimizing the marketing team,strengthening talent cultivation,providing financial support and creating a good enterprise atmosphere,in order to promote the systematic and comprehensive implementation of K company’s marketing strategy,improve K Company’s marketing channel management level and market competitiveness,and provide reference for other domestic bearing export enterprises of the same type to expand overseas markets.