Research On Optimization Of Marketing Channel Management Of Hello Electric Bicycle

With the promotion of "carbon peak" and "carbon neutral" work arrangements in China,as well as influence of the epidemic.Electric bicycle as a means of transportation to solve people’s short-distance travel is gradually entering a high-speed development period.At the same time,the popularization of bike-sharing provides a "literacy" education of intelligent bicycle for customers,and provides a rich consumption basis for promoting the product functions of starting bicycles with mobile phone.In terms of providing intelligent functions including keyless unlocking,integrated intelligent navigation and real-time customer service through mobile intelligent devices,as the largest domestic ride-sharing service solution provider,Hellobike has the first-mover advantage and strong barriers from multiple dimensions including potential user base,intelligent hardware equipment technology,intelligent system development and operation ability.In the past two years,Hellobike has released the brand of Hello electric bicycle,in the field of electric bicycle with "cheaper intelligence for everyone" as the entry point into this business.As a latecomer in the industry,Hello electric bicycle is committed to expanding sales channels and keeps relying on its Internet gene for channel construction.However,there are many difficulties and problems in the process of channel construction.Therefore,the core research theme of this paper is located in the channel management optimization research of Hello electric bicycle.The paper is divided into seven chapters.At the very first,the basic theoretical and research framework was constructed by studying documents.Then,by analyzing the channel composition and management status of Hello electric bicycle and combining with its own positioning and development goals,this paper sorts out the limiting factors affecting the channel development of Hello electric bicycle,finds out the problems in current channel management and makes attribution,and lays the foundation for the optimization of channel management by utilizing the basic advantages of the Internet.After that,combined with the actual situation and strategic objectives of the enterprise,this paper puts forward the channel management optimization strategy of Hello electric bicycle from three aspects: channel mode optimization,channel management and control mode optimization,channel operation mode optimization.And then,it puts forward feasible implementation plan and safeguard measures.In the end,this paper combined with the limitations of the study to put forward the shortcomings and further research direction.With the deepening and continuous development of Internet application,the importance of Internet marketing channel management is also increasing.The research results of this paper can not only solve the main problems of channel management optimization faced by Hello electric bicycle,but also further enrich the theory and practice of channel management,and provide practical reference for other enterprises and industries.