Research On Marketing Channel Optimization Strategy Of E Company

As a carrier of market circulation,marketing channel plays an important role in the circulation of goods,and is one of the factors constituting the core competitiveness of enterprises.In recent years,with the rapid development and growth of China’s civil engineering industry,the civil engineering inspection industry,as one of the subsidiary industries,is also developing rapidly.Along with the expansion of the market,fierce market competition comes along.Facing the competition,the reasonable use of scientific methods to improve the marketing channels is an important measure for many companies to cope with the competition.Company E is an operating company dealing with imported civil engineering testing instruments.Since its establishment in 1987,under the macro environment of rapid economic growth and rapid development of China’s geotechnical industry,Company E quickly occupied the market by virtue of the construction of early direct sales channels and became the head enterprise in the domestic geotechnical testing instrument industry,but with the arrival of the new era,Company E’s original marketing channel structure,channel behavior management However,with the advent of the new era,E Company’s original marketing channel structure,channel behavior management methods and channel relationship governance methods are difficult to adapt to the changes in the market.The market competition in the industry in the context of the new era has put forward new requirements for Company E’s marketing channels.This paper takes Company E and its marketing channels as the research object,and firstly studies and reviews the relevant theories and frontier research literature on marketing channels.Based on the development history of Company E and the current situation of the channel,we analyze and conclude that the existing marketing channels of Company E have low vertical penetration rate,the channel sales incentive system does not adapt to the channel development direction,lack of clear selection criteria and management methods for dealers,frequent channel conflicts and old governance methods for channel relationships through questionnaires and interviews.Then the internal and external marketing environment of Company E is analyzed through PEST analysis,Porter’s five forces model and SWOT analysis and other analysis tools,and the characteristics of marketing channel members are analyzed.A series of improvement strategies are formulated for Company E,such as implementing a differentiated channel structure,establishing network marketing channels,and strengthening flat management of marketing channels in terms of channel structure;clarifying the selection criteria of dealers,establishing a channel conflict prevention and response mechanism,and establishing a dealer incentive mechanism in terms of channel behavior;and establishing trust relationships in marketing channels and forming strategic relationship alliances in terms of channel relationship governance.Finally,specific guarantee measures for the implementation of marketing channel improvement strategies are proposed.It is hoped that the above research and improvement strategies can help Company E change the traditional marketing channel layout,break through the marketing bottleneck,stand out in the increasingly fierce market competition,and promote the development of China’s civil engineering business.Meanwhile,it is hoped that the analysis and research in this paper can provide reference to companies in similar industries and help them get rid of the dilemma in channel improvement.