| Since the reform and opening up,China’s market economy has grown rapidly,and the market economy of industrial products has gradually improved,however,in recent years,with the rapid development of industrial automation and economic globalization,the demographic dividend of manufacturing industry has gradually disappeared,and the machine replacing human has become a general trend.At the end of the 1980 s,the Japanese manufacturing industry,especially the robot industry,became mature.The quick change device at the terminal of the robot came out,bringing convenience to the automation industry.This paper takes the quick change device marketing channel of BL Company of Japan as the research object,combines the relevant theoretical basic knowledge of marketing learned by MBA course,uses the literature research method,survey research method and data analysis method,and tries to help BL Company seize the opportunity under the opportunity of "Made in China in 2025",optimizes the marketing channel strategy,improve the market share and popularity of quick change devices,and create greater value for BL Company.At the same time,it will provide experience for relevant enterprises in the automation industry to promote the transformation of product marketing from price competition to marketing channel strategy optimization,and further improve the competitiveness of enterprises.By introducing the business situation of BL’s quick change device products in the Chinese market in the past ten years,as well as the current situation of marketing channel development and channel operator operation,and then comparing and describing each channel;Then analyze the problems and reasons of BL company’s quick change device product marketing channel;After analysis,the author found that the problem of BL company’s quick change device product marketing channel strategy is that the quick change device product marketing channel structure is unreasonable;Inadequate channel maintenance capacity;There are three aspects of unclear criteria for establishing the qualification of channel agents.The reason for these problems is the unreasonable formulation of marketing channel strategy;The organizational structure of BL Company is not perfect,and the after-sales force is insufficient;The management of BL Company does not pay enough attention to the marketing channels and lacks experience in channel management.Based on the analysis of the problems and causes of BL Company’s quick change device marketing channel strategy,the overall layout of BL Company’s quick change device product marketing channel strategy optimization is carried out in line with the optimization principles of systematisms,innovation and feasibility,and the specific plan for BL Company’s quick change product marketing channel strategy optimization at the current stage is proposed.Firstly,the direct sales channel model should be diluted,and the agent marketing channel construction should be emphasized;Secondly,improve the operation capability of BL’s internal channels;Thirdly,advertising investment is made through the well-known network platform in the industry and relevant exhibitions in the industry to improve the popularity of BL’s products;Fourthly,according to the industry characteristics of different channel operators,the channel behavior is differentiated and upgraded to guide them to adopt different strategies for different market segments in different fields;Finally,we need to improve the organizational structure of BL Company and attach importance to the construction of sales talent team.In order to ensure the effective implementation of this optimization plan,BL Company should improve and strengthen the system,culture,organization and management,so as to effectively implement the channel strategy optimization plan of the BL Company’s quick change device product.From the perspective of marketing and operation management,combined with the current marketing channel status of BL company’s quick change device products,the author found out the problems and causes of marketing channel strategies,and made it clear that BL company’s marketing channel strategies for quick change device products should focus on four aspects:marketing strategy formulation,organizational structure improvement,professional talent team construction,and channel behavior differentiation and upgrading.Due to limited theoretical knowledge and insufficient research depth,we need to further strengthen the depth and breadth of research in future learning and research. |
