Optimizationresearch On Distribution Channel Of Z Baby Products Company

In the past few years,either the economic development obstacles or social structure changes,or the continuous decline of the birth rate,it has brought a huge impact on the maternity and infant industry,and the challenges is growing for infant and child products enterprises.Baby products companies,while making good products and constantly improving brand influence,are also paying more and more attention to channel influence.As the so-called "whoever wins the channel wins the market",this is also the current business philosophy of most companies.Marketing Channels Management is crucial to the development of an enterprise.The research object of this paper,Z Baby Products Company,is a premium imported baby products agency established in Shanghai in 2000.Z company operates B2 C business through online retail channels and B2 B business through offline distribution channels.Z Baby Products Company has been developing in the baby products industry for more than 20 years,and has established a mature distribution channel network in China.However,in recent years,some problems of the company’s channel management had gradually exposed.Moreover,with the rapid development of online business,the sales share of offline business has declined,while the cost of offline business has continued to rise,and with different level of the channel service,and fierce internal competition and imperfect customer management system,which are restricting the development of Z Baby Products Company’s business.In order to solve the channel management problems faced by Z Baby Products Company,this paper sorts out the relevant literature on channel management,selects the theory from American marketing professor Burt Rosenbloom’s work Marketing Channels-A Management View as the research basis,and comprehensively uses the literature research method and in-depth interview method as the research methods,combined with PESTEL analysis tool,as well as Porter’s Five Forces Model,in order to analyze the current situation of Z baby products company’s distribution channels,dig and analyze channel management problems,In the process of proposing the channel strategy,the AHP analytic hierarchy process was also used for research,to make effective solutions to optimize the company’s distribution channel strategy.In order to ensure the effective operation of the company’s business activities,at the same time,it aims to reduce the cost of channel management and improve the efficiency of the channel,and ultimately enhance the company’s lasting market competitive advantage.Put forward optimization strategy suggestions for the channels of Z Baby Products Company,optimize the channel management and business processes of Z Baby Products Company,increase training,improve incentive policies,and improve the performance evaluation system of channel members.The implementation goal of this optimization strategy is not only to improve the channel management level of Z Company,but also to promote the continuous growth and long-term development of the company’s business.Under the condition that the channel management system and system of Z baby products company is not perfect,this paper formulates an effective channel management optimization plan,which can be used as a reference for Z company’s channel management strategy,and can also be used for other similar brands in the baby products industry,which provides a reference for localized channel management optimization solutions in the Chinese market.