Marketing Channel Strategy Optimization Of W Company

In recent years,In recent years,the low-voltage electrical appliance industry market has been constantly developing,new marketing methods have been emerging,market competition has been constantly open and transparent,and manufacturers’ control over marketing channels has become increasingly difficult;Differentiated,refined and personalized differentiated management is a further requirement for enterprises.Traditional manufacturers can continue to move forward only if they continue to improve in their areas of advantage.Optimization of channel management strategies is particularly urgent and important.This paper combines the development trend and marketing status quo of lowvoltage electrical appliances industry,and analyzes the marketing environment of W Company by using the transaction cost theory,middleman function theory,marketing channel relationship theory and incentive management theory in channel management,as well as the macro analysis and strategic analysis tools such as PEST and Five Forces Model;After the interview and comparative analysis of customer satisfaction,it is further found that there are some problems in the construction of W Company’s marketing channels,such as channel control,marketing channel conflict and channel competition,sales and sales of marketing channels,incentive methods for channel members,supply chain production and supply cycle,and coordination with the marketing team;According to the problems and causes of W Company,this paper gives corresponding suggestions on the optimization of marketing strategies: mainly the optimization of marketing channel structure,including the selection of channel members and the layout of product lines;The marketing channel conflict abatement strategy and the establishment of the market order management department;Optimization of incentive system for marketing channel members;At the same time,Jinyi gave suggestions on business channel transformation of W Company.Finally,in order to ensure that the corresponding optimization strategy can be effectively implemented and implemented,this paper also focuses on the cooperation of the organization guarantee,logistics supply chain production and professional aftersales teams;The prediction and control of market environment fluctuation risk,the improvement of financial credit management system and other aspects provide corresponding strong guarantee for the marketing channel strategy of W Company.It is hoped that the enterprise can make full use of the existing advantages,tap potential resources,constantly exert channel strength,and achieve continuous breakthrough and growth of business.