Abstract

This study aims to investigate the optimization strategies for marketing channel management in small and medium-sized enterprises (SMEs) within the new market environment, with the objective of enhancing their market competitiveness. The research focuses on LZY Company, a representative SME. Utilizing case analysis and interview methods, the study delves into the current state of LZY Company’s marketing channels. The findings reveal that the company has achieved digital transformation through social media marketing and big data analytics, which has improved the precision of marketing strategies and personalized customer experiences. However, challenges such as channel conflicts, cost control, and customer service remain to be addressed. The contribution of this research lies in proposing strategic recommendations for channel integration, digital transformation, and optimization of channel management, providing theoretical support and practical guidance for SMEs navigating the dynamic market environment. This assistance aims to enable continuous optimization and innovation, thereby strengthening market competitiveness and facilitating sustainable development.