Research On Channel Operation Strategy Optimization Of P&G China North District Hypermarket

In recent years,driven by digitalization,consumer psychology and behavior have undergone great changes,especially under the impact of COVID-19,consumers have put forward more demands on the shopping scene,the new retail ecology began to restructure,high-efficiency,high-quality retail accelerated development.In this context,this paper discusses the channel operation strategy of P&G’s North District Hypermarket,trying to find out the problems existing in the channel Operation Process of P&G’s North District Hypermarket,and explore the causes of the problems,and then look for P & G China North Area Hypermarket Channel Operation Strategy Optimization plan,and propose the effective safeguard measure,with a view to improving P&G China North Area Hypermarket Channel sales,enhance market share,leading the daily chemical industry.Firstly,this paper discusses the development and operation mode of P&G’s North district hypermarket channel,and analyzes the operation strategy and implementation effect of P&G’s North district hypermarket channel,and further elaborated the P&G China Company North Area Hypermarket Channel Strategy Operation Process existence question and the cause of formation.Secondly,under the guidance of PEST theory,this paper expounds the macro-environment of P&G North district hypermarket operation from four aspects: Political Environment,economic environment,social environment and technical environment,on this basis,the channel operation strategy of Unilever north China hypermarket is compared and analyzed.Thirdly,this paper optimizes the Channel Operation Strategy of P&G’s North district hypermarket from four aspects: optimizing the area coverage network,increasing the market share,releasing the salesman productivity and enhancing the salesman’s initiative.Finally,this paper puts forward some suggestions on how to optimize the operation strategy of P&G North district hypermarket from the aspects of human resources,financial resources,material resources and organization system.