Research On Optimization Of P Company E-commerce Channel Strategy

With the transformation of consumer demand and consumption upgrade,along with the new economic era with big data,cloud computing and the Internet of Things as the core,the traditional fast-moving consumer goods,especially the snack food industry,has entered a new era of pursuing the upgrade of consumer service experience.Today’s enterprises are no longer facing a single traditional channel,but an era of new channel management that welcomes a high degree of integration and change among channel members.The research object selected in this paper is P company.After more than 20 years of development,P Company has followed the traditional brand management path and has gone out of the dealer channel network road that belongs to the company’s characteristics.In recent years,P Company’s channel management has gradually encountered some problems.Under the influence of the channel environment,the market share of e-commerce channels and offline business has gradually shrunk,the performance growth has become a bottleneck,and the company’s operating costs have remained high.Constraining the development process of P company.In order to solve the channel management problems faced by the P company,this paper firstly studies and sorts out the relevant literature on channel management,channel conflict and new retail,and determines the theory applicable to the research on the problems existing in the channel management process of the P company..The three parts of sales channel management channel design,channel investigation and analysis,channel target determination,channel strategy determination.In view of the main problems of Company P,the market share of e-commerce channels and offline business is gradually shrinking under the influence of the channel environment,and the performance growth is bottlenecked.By investigating the current situation of Company P’s enterprises and e-commerce platforms and the current situation of the snack food industry,an in-depth analysis of the main competitors is carried out.After analyzing the overall internal and external situation of P company,the system customizes the analysis combination strategy.Guided by the channel management theory and channel conflict theory,it formulates the P company’s e-commerce channel optimization plan,channel design optimization strategy,channel organization strategy,channel control strategy and channel incentive strategy from four aspects.Through the above optimization plan,the business form of e-commerce channel of P company is enriched,and the channel sinking is realized.This paper hopes to help P company achieve its strategic goals in the past three years.Improve P Company’s channel management level to ensure that P Company achieves sustainable growth in sales performance.At the same time,it also provides a reference for the channel management optimization direction of other traditional snack food brands in the same industry.