Marketing Channel Management Of N Dairy Xuzhou Subsidiary Strategy Optimization Research

With the development and progress of the social economy and the advent of the new retail era,the FMCG industry has made mature progress in the past two decades,and consumer groups have gradually changed from the pursuit of vanity to cost effectiveness,coupled with the new crown epidemic raging around the world,consumers began to pay attention to health and nutrition,the dairy industry in the national policy and regulation requirements,product safety and branding capabilities to maturity.Dairy companies are also facing this huge pressure,gradually from the rough channel management to the change of refined management,the concept of channel is king deep into the heart of each operator,no marketing channel refinement,not enough to support the long-term development of dairy products.The Xuzhou subsidiary of N Dairy is a first-tier distributor of N Group,which has been deeply involved in channel construction in Xuzhou for more than ten years and has achieved a leading position in the dairy industry with strong resource capacity,gradually flattened channel structure,stable channel customer relationships and mature channel management mechanism.With the changes in consumer groups and the rise of new channels,problems have gradually emerged,and the Xuzhou subsidiary needs to adapt to the current market competition pattern through continuous optimization of existing marketing channel management,maintain growth advantages in the current white-hot competition of dairy giants,achieve long-term stable development and win consumers’ trust and support.Based on the existing marketing channel theories,this thesis compares the current situation of the marketing channel industry in the FMCG industry and conducts a Porter’s Five Forces analysis on the market environment and channel marketing model of the Xuzhou subsidiary of N Dairy.At the same time,through research on the portrait of dairy consumers,shopping motives and shopping habits in Xuzhou,combined with interviews with channel distributors and retailers and interviews with six executives including regional managers,heavy customer managers and channel managers,the most obvious five problems in the management of existing marketing channels and the root causes include: the length and depth of the channel structure needs to be strengthened,the channel relationship is tense,channel conflicts are serious,and channel prices are high.The most obvious five problems include: the length and depth of the channel structure needs to be strengthened,channel relationship tension,channel conflict is serious,channel price promotion in a single form,and insufficient incentives for channel members.The main reasons are the lack of science in the channel strategy of N Dairy Xuzhou subsidiary,the incomplete implementation of the channel strategy of N Dairy Xuzhou subsidiary,and the mismatch of the organizational talent system of N Dairy Xuzhou subsidiary.According to the summary of the results of the above analysis and interviews,combined with the theory related to channel marketing management,a set of channel marketing management optimization plan was finally formed to give facts and theories of N Dairy Xuzhou subsidiary,marketing channel structure optimization to increase the length and depth of the channel;marketing channel management relationship optimization to enhance the linkage of channel members;marketing channel conflict management optimization to reduce channel conflicts;marketing channel management promotion optimization to The optimization of marketing channel management is to increase the length and depth of the channel;the optimization of marketing channel management relationship to improve the linkage of channel members;the optimization of marketing channel conflict management to reduce channel conflicts;the optimization of marketing channel management promotion to enrich the form of promotion;the optimization of marketing channel management incentive to enhance the motivation of channel members.Finally,we propose the necessary guarantee measures for this optimization plan to provide a strong guarantee for the implementation of the channel management optimization plan in Xuzhou subsidiary,including organizational guarantee,human guarantee,fund guarantee and other guarantees.Finally,the authors of this thesis hope that they can participate in the implementation of the optimization program,and constantly make timely adjustments,and finally complete the implementation of the channel marketing optimization program of the Xuzhou subsidiary of N Dairy.