Research On Channel Management Optimization Of Bright Dairy

In recent years,industry of our country dairy products comprehensively promoted,the transformation and upgrading are accelerated apparently.Dairy products as fast consumer goods,in the current stage of serious product homogeneity,consumption growth rate is slowing down in the background,dairy enterprises channel management is more important.The core competitiveness of dairy enterprises is not only reflected in its product quality technology,but also in the management ability of channels.To some extent,channel management of dairy enterprises has become the key factor of enterprise survival and development.Dairy enterprises must build reliable and effective distribution channels and strengthen channel management according to the characteristics of their own industry,so as to continuously improve their core competitiveness,increase their market share and remain invincible in the increasingly fierce competition market.On the basis of literature review,this paper analyzed the current situation of channel management of Bright Dairy from three aspects: dealer channel,direct channel and online channel,and investigated and analyzed the problems in channel management through questionnaires and interviews.It was found that there were mainly problems in Bright Dairy,such as unreasonable channel structure,imperfect management of channel members,channel evaluation system to be improved,direct customer relationship to be improved,and online sales proportion to be increased.Based on this,the goal of optimizing the channel management of Bright Dairy was designed,and the channel structure was optimized to support distributors in other regions with weak channel coverage.Optimize channel member management,improve member enthusiasm,and reduce conflicts among channel members,Optimize direct customer relationship management,focus on maintaining key customer demand and after sales;Optimize online distribution channels,build Internet distribution channels and other optimization strategies.At the same time,the article from the organization,human resources,logistics,technology and funds and other aspects of the implementation of the safeguard measures.The study is expected to provide practical guidance to improve the channel management ability and enhance the channel competitiveness of Bright Dairy industry,and can play a certain reference value for decision-making for other peer enterprises and industry development.