Research On Marketing Channels In Northern Sichuan Of M Dairy Company

With the rapid development of the global economy and the arrival of consumer upgrading,as well as the comprehensive liberalization of the three-child policy,China’s per capita consumption of dairy products is gradually increasing and the demand for dairy products is growing,and the dairy industry has great potential for development.m dairy company,as one of the largest companies in China’s dairy industry,has the most sound product line,high-quality milk sources,huge distribution channels and precise target market positioning,the company has continued to accumulate its brand value in an uncertain environment in recent years,with a brand value of US$9.726 billion in 2022,the only brand in China’s FMCG industry with a double-digit growth rate.However,there are still many shortcomings in the management model and specific marketing channels during the rapid development of M Dairy Company.If the company wants to survive and develop in the fierce market competition,it must optimize the traditional marketing channels and management model.In this paper,we analyze the current situation of the marketing channels of M Dairy in Sichuan Province after a lot of literature review,questionnaire survey and field research.The existing marketing channel theory was used to analyze the northern Sichuan market of M Dairy,and the problems of its marketing channels were identified,and a solution for optimization was proposed;then,an in-depth analysis was conducted,and the specific implementation steps of the marketing channel optimization plan were given.It is found that M Dairy’s northern Sichuan market should establish a flat channel structure to stabilize the market price system;implement the superiority and inferiority of channel operators to create a professional marketing team;introduce efficient channel management to enhance market response capability;actively develop new e-commerce channels to expand regional market share;and establish a mechanism of rewards and punishments to integrate resources to form a synergy.This paper constructs a new strategy for the optimization of the marketing channels of M Dairy Company in Sichuan Province,so that the marketing channels of the enterprise can be in line with the development progress of the company,promoting the enterprise to keep pace with the times,optimizing the market operation ability and expanding the influence of the enterprise,which is of great significance for M Dairy Company to increase the market share and improve the core competitiveness of the enterprise,at the same time,the research results of this paper have some reference for other domestic enterprises of the same type or facing similar problems.At the same time,the research results of this paper also have certain significance for other domestic enterprises of the same type or facing similar problems.