Marketing Channels Research Articles

An Analysis of Marketing Status of BT Cotton Seed in Devbhumi Dwarka District, Gujarat, India

The main objectives of the study were to assess the company’s distribution pattern of quality seed material their market share, marketing channels. Multistage sampling technique were adopted. The total 120 farmers and 20 dealers were selected from four taluka i.e., Bhanvad, Khambhalia, Kalyanpur, Okhamandal (Dwarka) of Devbhumi Dwarka district of Gujarat state. The five wholesaler/distributors were selected from district headquarters. The primary data were collected through personal interview with farmers, dealers, wholesaler/distributors using well-structured questionnaires and interview scheduled. Results revealed that most of Bt cotton growers to be middle aged farmers. The pattern of land holding distribution shows that majority of the Bt cotton growers belonged to the small and marginal land holding category. Social participation of Bt cotton growers shows that they are not members of any organization. The well was found to be the main source of irrigation water and most of Bt cotton growers were reported to attained primary level of education From the study, it was found that Rasi seed (P) Ltd. Occupied major market share in Devbhumi Dwarka district. Among different marketing channels, it was observed that marketing channel-I (MC-I) (Company→ Wholesaler/Distributors→ Dealer→ Bt cotton grower) is the most prevalent channel in the sampling area.

Milk Value Chain Analysis: The Case of Urban and Peri-Urban Areas of Ambo and Dendi Districts, West Shewa Zone, Oromia National Regional State, Ethiopia

This study was aimed at analyzing value chain of milk in Urban and Peri – Urban areas of Ambo and Dendi districts of West Shewa Zone. The study made use of both primary and secondary data collected from 146 smallholder farmers, 30 consumers, 10 Hotels and Cafeterias and 2 primary milk cooperatives through application of individual interview schedules, focus group discussions and key informant interview. The analysis was made using descriptive statistics and value chain analysis. The value chain analysis revealed that the major actors in the districts milk value chains are input suppliers, milk producers, collectors, processors and consumers. Accordingly, the value chain activities in the chain were input supply, production, processing, marketing and consumption. Four milk marketing channels were identified and relative to all other fresh milk marketing channels, producers get a higher proportion of total gross marketing margin when they sell milk to cooperatives. Profitability analysis result for dairy production indicated that, a dairy producer obtains average gross margin of 83.65per improved cow per day, in the study areas which shows that dairy production was a profitable venture for smallholder dairy producers. Milk value chain in the study areas was hindered by shortage of feeds, continuous increasing price of feeds, poor AI service provision, poor supply of genetically improved cattle breeds, limited availability of credit services, limited extension service provision, poor feeding and animal husbandry practices, low level of market linkage among the value chain actors, absence of milk processing plant and non-market oriented milk production. Therefore, policy aiming at increasing farmers’ access to modern inputs, feed conservation practices, adequate training provision to AI technicians, developing and improving infrastructure, cooperative development and improving extension services are recommended to accelerate the milk value chain’s development in the study areas.

Communication Strategies in the Brazilian Beef Supply Chain

Objective: The objective of this study is to investigate how communication strategies influence the competitiveness and sustainability of the beef supply chain in the global market. Theoretical Framework: The main concepts that underpin the research were presented, such as product differentiation, marketing, strategic communication, and sustainability, providing a solid foundation for understanding the context of the investigation. Method: The methodology adopted for this research includes a literature review, with the collection and analysis of data from academic and non-academic sources, including journals, books, news websites, and marketing channels on YouTube from companies in the sector. Results and Discussion: The results indicated that initiatives like the Hilton Quota and Carbon Neutral Beef are effective in differentiating Brazilian products in the global market. The discussion analyzes these findings in relation to the theoretical framework, addressing the difficulty in distinguishing similar products and the lack of investment in branding by slaughterhouses, as well as their implications for consumer perception. Research Implications: The practical and theoretical implications of this research provide insights into how communication strategies can influence sustainability and competitiveness in the beef sector, especially in international markets that value sustainable products. Originality/Value: This study contributes to the literature by addressing the intersection between marketing and sustainability in the beef supply chain, presenting an innovative approach to integrating responsible practices into companies' communication strategies. Its relevance is highlighted by the potential to positively impact both professional practice and academic research in the field.

Estimation of Marketed Surplus and Marketing Efficiency of Milk in Andhra Pradesh, India

A study was conducted to analyze milk's marketed surplus and marketing efficiency in the Vishakhapatnam and Chittoor districts of Andhra Pradesh. The study randomly selected 80 dairy farmers from four villages in Chittoor and Vishakhapatnam districts. According to the study, average milk production and marketable surplus increase as herd size increases. The average marketed surplus is highest for the large size category (58.75 lit/day) followed by Medium (45.40 lit/day) and small size category (19.01 lit/day). Because of the lowest price spread and highest producer share in consumers' rupee, the most efficient marketing channel was producer-consumer (Channel-I), followed by producer-creameries-consumer (Channel-II). The study suggests that producers' choice of supply network influences their profitability.

Analisis Pemasaran Kelapa Sawit Rakyat Desa Perdomuan Nauli Kecamatan Kandis Kabupaten Siak Provinsi Riau

Indonesia, as an agricultural country, has an agricultural sector that contributes significantly to the national economy. Palm oil is the main commodity that plays an important role in increasing state income, especially in Perdomuan Nauli Village, Kandis District, Riau. This research aims to analyze palm oil marketing in the village using descriptive methods. Primary data was obtained through interviews and questionnaires, while secondary data came from literature and related institutions. The research location was selected through purposive sampling involving 35 respondents who used three main marketing channels: Farmers–Collectors–RAM–PKS, Farmers–Collectors–PKS, and Farmers–RAM–PKS. The research results show that the Farmer–RAM–PKS channel provides the highest profits for farmers with a margin of IDR 434.3/kg, followed by the Farmer–Collector–PKS channel with a profit of IDR 234.3/kg. The Farmer–Collector–RAM–PKS channel, even though it is the longest, still provides profits for farmers of IDR 139.3/kg. Each channel has its own advantages and disadvantages, depending on the facilities provided and marketing costs incurred. This research emphasizes the importance of evaluating and improving marketing channels to increase the efficiency and welfare of oil palm farmers in Perdomuan Nauli Village

Digital Marketing Strategies and Brand Awareness of Afrinnovators Group Ltd

Purpose: In today's digital age, the significance of digital marketing strategies in enhancing brand awareness among businesses was emphasized. This research aimed to assess the influence of digital marketing strategies on brand awareness in Rwanda, focusing on Afrinnovators Group Ltd. The study had three objectives: to evaluate the impact of different digital marketing channels, the effect of digital marketing expenditure, and the role of social networking platforms on brand awareness. Methodology: The theoretical framework reviewed Bandura's Social Learning Theory, Howard's Consumer Behavior Theory, and Rogers' Diffusion of Innovation Theory. A mixed-method approach was employed, involving quantitative and qualitative research designs. The target population included 102 individuals, with a sample size of 81 respondents determined using Slovin's formula. Data analysis involved descriptive and inferential statistics for quantitative data and thematic analysis for qualitative data. Findings: Regression analysis highlighted digital marketing expenditure as the most significant predictor of brand awareness, with an unstandardized coefficient of 0.096 (p = 0.022). Other predictors included social media marketing with a coefficient of 0.085 (p = 0.035) and search engine marketing with a coefficient of 0.078 (p = 0.041). The study concluded that strategic digital marketing efforts profoundly impacted brand awareness for Afrinnovators Group Ltd. Unique Contribution to Theory, Practice and Policy: Recommendations included prioritizing social media marketing, enhancing email and search engine campaigns, and investing in online ads and videos. Future research was suggested to explore long-term effects, emerging technologies, and comparative studies to optimize digital marketing strategies. This study contributed to academic knowledge, offered practical implications for businesses, and aligned with Sustainable Development Goals by promoting economic growth.

The role of social media data in enhancing B2B omni-channel marketing efforts in small businesses

PurposeThis paper explores the role of social media data in enhancing business-to-business (B2B) omni-channel marketing (OCM) efforts in small businesses. B2B marketing strategy is explored through the lens of each business’s marketing manager’s insights. A novel social media data visualisation tool for B2B marketing campaign development is presented, adding contextualisation to OCM activities.Design/methodology/approachThis exploratory study uses the qualitative interview method to consider the research question: what role does social media data play in enhancing B2B marketing efforts across the omni-channel in small businesses? The paper presents the findings of 25 in-depth interviews with small business marketing managers from a range of B2B industries, guided by a literature-informed interview template. Insights are developed using an open coding approach via traditional pen and paper methods, underpinned by thematic analysis.FindingsSmall business marketing managers recognise the importance of social media data in enhancing B2B OCM efforts in their organisations. They acknowledge online marketing channels as paths to enhanced brand awareness and relationship building and recognise social media’s growing influence on B2B customers’ decision-making processes. There is a dichotomy between the professed importance of social media data and its use among some small business marketing managers in their B2B OCM efforts. Others are capturing these data and integrating it with other data resources, thereby embedding social media data as a strategic resource within their business. Findings indicate that it is only in these small businesses that OCM strategy is evolving to meet B2B customer expectations of an integrated OCM experience, informed by social media data, across all channels and touchpoints.Research limitations/implicationsThis work is of particular interest to marketing managers within small businesses seeking to improve their B2B marketing efforts across the omni-channel. It is of value to all B2B enterprises, given the rate of advancement of the B2B social media marketing landscape.Originality/valueRecognised as an emerging area, research relating to B2B OCM is limited. This paper provides empirical data on OCM efforts in small businesses from a B2B perspective and considers the role of social media data in enhancing marketing efforts across the omni-channel. Underpinned by social network theory and based on insights gleaned from fieldwork, a social media data visualisation tool is presented, the first of its kind in this sphere.

Value Chain Analysis of Haricot Bean in East Shewa Zone, Oromia Regional State, Ethiopia

The key objectives of the study were identifying haricot bean value chain actors, their functions and relationship among them, examining actor’s performance along the chain and analyzing factors affecting supply to the market and factors affecting market outlet choice in the study area. Both primary and secondary sources were used for data collection. The primary data was collected through interviewing 180 sample household farmers and 40 traders using semi-structured questionnaires. STATA version 15 Software was used for data analyzing. As the descriptive result indicate that, on average farmers allocate 0.72ha of land for haricot bean production, from which 21.72qt/ha of output gained. In the value chain of haricot bean input suppliers, farmers, collectors, traders, transporters and consumers are the major value chain actors who perform various value chain. From the study result, six marketing channels of haricot bean are exhibited in the study areas. Estimates of the multiple linear regression models indicate that the level of haricot bean supplied to the market is determined by educational level of household, haricot bean farming experience, land allocated for haricot bean, market price of haricot bean, TLU, access to credit, and access to market information. Therefore, policy makers should focus more on the abovementioned variables in the future intervention to increase volume of haricot bean supplied to the market. As the multivariate probit model result indicated that the market outlet choice of rural assemblers was positively and significantly influenced by distance to the nearest market center, distance to all weather road, and educational level whereas it’s negatively and significantly influenced by output level where as selling direct to consumers outlet choice was negatively and significantly affected by sex of household, educational level, farm experience of household in haricot bean, and output level. Urban traders/wholesalers market outlet was positively and significantly affected by sex of household, educational level, haricot bean farm experience, access to credit, access to market information, membership of cooperative, and output level whereas it’s negatively influenced by distance to the nearest market center, distance to all weather road and extension service. Based on the findings of this study, some relevant implications can be drawn that can assist to design appropriate intervention mechanisms to improve market outlets choice of haricot bean farmers in the study area.

IMPACTO AMBIENTAL POR USO DE PLAGUICIDAS Y SUSTENTABILIDAD DEL SISTEMA PRODUCTIVO DEL MAÍZ AMARILLO DURO EN HUAURA, PERÚ

<p><strong>Background:</strong> Hard yellow maize (MAD) is one of the main crops in economic, social and environmental terms worldwide, however, it is managed through conventional agriculture which entails a high dependence on agrochemical inputs, which cause a negative impact on the agroecosystem and through this study it will be possible to identify the critical points and establish solutions for them. <strong>Objective: </strong>To determine the coefficient of environmental impact of pesticides in the field and find the general sustainability index of the MAD production units. <strong>Objective:</strong> Determine the coefficient of environmental impact of pesticides in the field and find the general sustainability index of the MAD production units. <strong>Methodology:</strong> The environmental impact (EI ha<sup>-1</sup>) of pesticides in the field was evaluated by calculating the environmental impact coefficient (EIQ), concentration of the active ingredient, dose and number of applications. In addition, sustainability was determined through multicriteria analysis by applying 85 questionnaires with structured questions to farmers whose main activity is MAD, with economic, social and environmental indicators standardized on a scale of 1 to 5. <strong>Results:</strong> The study showed that the EI ha<sup>-1</sup> of MAD was 105.11 rated as high, which generates a negative impact on the environment and a high risk for farmers who apply these pesticides. It was also found that the sustainability index of the social and economic dimensions was 3.56 and 3.18 respectively, while the environmental index (2.64) obtained a value below the minimum sustainable threshold, therefore the MAD production system in Huaura is not sustainable. The analysis found the critical points: levels and types of fertilization (2.74), incorporation of organic matter (2.33), crop residue management (1.51), living barriers (1.36), pest control method (2.49), frequency of pesticide applications (2.53), irrigation system (2.54), level of education (2.96), quality of technical assistance and training (2.8), income from other activities (2.9) and marketing channel (1.82). <strong>Implications:</strong> Timely intervention on critical points allows establishing solution options and improving pesticide management.<strong> Conclusion: </strong>The study showed that the IE ha<sup>-1</sup> of MAD was high, indicating that the pesticides used for chemical pest and disease control generate a negative impact on the environment and a high risk for farmers who apply these pesticides. Likewise, it was found that the MAD production system is not sustainable. Therefore, the identification of the critical points allows the establishment of strategies to strengthen the MAD agroecosystem in Huaura, Peru.</p>

PKM Rekayasa Pembuatan Kartu Undangan Digital Sebagai Media Usaha Mandiri

The rapid advancement of information technology has significantly impacted various sectors, including theinvitation printing industry. With the increasing use of the internet in Indonesia, digital invitation businesseshave become an attractive opportunity, offering practicality and cost efficiency compared to traditional printedinvitations. This writing aims to explore the development of digital invitation cards as an independent business,focusing on appealing designs and effective marketing strategies through online platforms and social media.Through literature study methods and the implementation of community service programs, it was found thatdigital invitations have several advantages. These advantages include lower costs, easy access, and customizableinteractive features such as animations, videos, and direct links to important event information. The importanceof implementing communicative and interactive designs is key to attracting consumer attention. An attractivedesign not only serves as a visual appeal but also conveys information more clearly and effectively.Additionally, using social media as a marketing channel can enhance market reach, allowing for rapiddissemination of digital invitations to a wider audience. With the right approach, digital invitation businessescan meet the market's growing demand for digital solutions. Innovation in design and marketing will create newbusiness opportunities for individuals or groups looking to leverage information technology, making thisindustry increasingly relevant in today's digital era. Community involvement in this process can also strengthenlocal communities and enhance digital literacy among users.

ANALISIS SALURAN PEMASARAN LADA PUTIH DI DESA AIR GEGAS KECAMATAN AIR GEGAS KABUPATEN BANGKA SELATAN

This research aims to: (1) determine pepper marketing channels (2) calculate pepper marketing margin (3) calculate pepper farmer share (4) analyze pepper marketing efficiency in Air Gegas Village. The research method used in this research is the survey method. The sampling technique used snowball sampling and the number of samples was 10 farmers and 2 trader collectors. The data collection methods used were interviews, observation and questionnaires. The data analysis method uses qualitative analysis, marketing margin analysis, farmer share analysis and marketing efficiency analysis. The research results show that 1) the marketing channels for pepper in Air Gegas Village are indirect selling and collecting traders as intermediaries. 2). The average marketing margin for pepper in Air Gegas Village is Rp. 4,500/kg. 3). The average farmer share of pepper in Air Gegas Village is 96.4%. 4). The average pepper marketing efficiency in Air Gegas Village is 1.83%.

Market Landscape and Digital Presence of Cacao-based Products in Bicol Region, Philippines

The Philippines stands as one of the world's emerging players in the cacao industry with its potential to contribute substantial impact in the global cacao market. A research study was conducted to determine the market landscape and marketing strategies conducted by cacao farmers and processors in Bicol region, Philippines. Surveys and interviews were conducted to capture diverse perspectives and insights of 70 cacao farmers, processors, traders and retailers. Result of the study showed that demographic characteristics of the group shows the predominance of traditional farming activities combined with a significant involvement in processing and trading which highlights a diversified approach to agriculture. Majority are directly involved in selling goods to consumers, either through retail or a combination of wholesale and retail activities. There is a strong inclination towards digital marketing and direct consumer engagement, alongside traditional wholesale and retail strategies. Market outlet for cacao products in the province suggests that most market activities are locally or provincially focused, with some engagement in regional and international markets. In terms of pricing information, there is a reliance on formal and market-based sources. Likewise, most businesses recognize the value of social media in reaching customers and promoting products. Recommendations include developing targeted marketing campaigns to specific consumer segments within the province, harnessing and further strengthening the power of digital marketing channels, including social media, e-commerce platforms, and influencer partnerships, strengthening collaboration with other stakeholders across the cacao value chain to improve market linkages and promotion and continue conducting market research and consumer preferences and monitor market trends.

Cost Efficiency and Profitability of Papaya Marketing Channels in North-eastern Karnataka, India

The study on the economic analysis of papaya marketing in North-Eastern Karnataka, focuses on identifying the existing marketing system for papaya and analyzes the marketing cost, margin, price spread and marketing efficiency of different marketing channels. The study was conducted in four districts of North-Eastern Karnataka region and employed multistage random sampling technique to gather data from 80 papaya cultivators and 20 market intermediaries. Three major marketing channels were identified, each showing distinct cost structures and preferences among farmers. The findings highlighted that channel I was the most preferred among farmers, but it also exhibited the highest price spread compared to other channels. Channel III recorded the highest producer's share in the consumer's rupee (60.60%) and was identified as the most efficient channel based on both the Shepherd's approach (3.84) and the Acharya and Agarwal approach (1.54). The selection of a marketing channel significantly affects profitability and the distribution of risk among stakeholders. It is suggested that, due to the higher marketing costs incurred by farmers, they often opt to sell through pre-harvest contractors (PHCs). Therefore, it is recommended that these intermediaries be regulated through the Agricultural Produce Market Committee (APMC) to streamline the supply chain and improve market access for papaya growers.

Exploring barriers and facilitators to direct-to-retail sales channels: Farmers’ perspectives on wholesaling produce to small food retailers in Charles County, Maryland

In 2020, a mobile application (app) was developed to connect small food retailers with local pro­ducers, recognizing the underutilization of direct-to-retail sales channels. Before piloting the app, formative research was conducted in Charles County, Maryland, to gain an understanding of existing direct-to-retail sales channels for locally grown produce. Seven stores were surveyed to explore current local produce stocking, and four farmers participated in in-depth interviews to pro­vide insights into their experiences with direct-to-retail marketing channels. The results indicate a limited stocking of local produce in the small food stores, some of which was self-procured to obtain adequate quantities. Farmers expressed a passion for contributing to food security in their commu­nity and a willingness to collaborate with store owners to strengthen their direct sales; however, they cited barriers such as the impact of the COVID-19 pandemic, competition with large distributors, and logistical challenges. Considering these existing barriers and facilitators, small food stores may still possess a unique potential to establish direct sale relationships with local farms. Such relationships could be effectively facilitated through the implementation of a digital strategy.

The labor market channel of systemic risk

In this paper, we explore the labor market channel of systemic risk. We consider that distressed firms, besides defaulting on part of their debt commitments, also react to negative shocks by laying off part of their employees. This constitutes another source of systemic risk, as we assume that laid-off employees will default on their debt commitments. Using Brazilian data, we compute the systemic risk considering three possible strategies distressed firms can adopt: layoff of employees, default on debt commitments, or both strategies. Our findings highlight the importance of the labor market channel. It has contributed noticeably more to overall systemic risk during the study's assessment period (2015–2020). Moreover, the shock multiplier of the employees' layer is higher than that of the firms' layer. We also assess, through machine learning techniques, the determinants of firms' systemic impact under different layer configurations–that is, when the bank-firm layer is composed of the corporate loans extended to the firms, and when this is composed of the loans extended to the firms' employees. This study emphasizes the crucial role that the labor market plays in determining systemic risk dynamics and calls for improved risk management practices to address these issues effectively.

The Economics of Production and Marketing of Oyster Mushroom (Pleurotus ostreatus) in Bukidnon, Philippines

Bukidnon, a province in Region X, is known for its high percentage of oyster mushrooms, accounting for 85.15 percent of total produce. This research aimed to determine production and marketing practices, yield per fruiting bag, marketing channels, and costs. We observed three marketing channels, and the average yield per bag was 0.18 grams per day. Variables affecting productivity included extension visits, educational attainment, culture house temperature, and substrate types. However, producers faced issues like spawn unavailability, poor development, and spoilage. The lack of government equipment support and lower prices led to many farmers stopping production, especially during the pandemic.

The Impact of Short Video Platform Marketing Strategies on Consumer Purchase Intentions: A Case Study of International Sportswear Brands

Social networking platforms have continued to evolve and expand their online shopping capabilities in recent years, and among these applications, short video platforms (e.g., TikTok, Instagram, etc.) have been one of the most influential and promising categories in the last five years. In order to study how the marketing methods of short video platforms work, this article explores and discusses the marketing methods of international sportswear brand Adidas on the Shakeology platform in a targeted way through a case study model, including short video posting, online shopping link homepage, and live streaming room. From the content of the case study, this paper concludes that the marketing channels of the short video platform can be categorized into three main ways: the release of short videos of the official public number, the advertisement videos of bloggers of the same category, and the promotion in the live broadcasting room. The degree of effectiveness of these channels is often closely related to consumers’ purchasing tendencies. Typically, advertising videos as well as live-streaming pitches will pinpoint potential consumer groups through big data, and consumers make subjective judgments of interest in the video content based on psychosocial effects. Throughout the process, recognizing consumer needs is an essential focus for marketing success.

PRODUCT INNOVATION AND MARKETING MANAGEMENT OF UMKM FOOD AND BEVERAGES AMID GLOBAL COMPETITION: SURABAYA CITY CASE STUDY

This research aims to explore product innovation and marketing management in small and medium enterprises (MSMEs) in the food and beverage sector in Surabaya, which face the challenges of global competition. With the number of MSMEs in this field reaching around 12,000, Surabaya offers a vibrant ecosystem for analysis. The research method used includes a survey with questionnaires distributed to SMEs, to collect data on innovation strategies, marketing channels, and challenges faced in daily operations. The results showed that product innovation, especially in the aspects of developing new recipes and attractive packaging, contributed positively to increased sales. In addition, the application of social media as a marketing channel has proven effective in expanding market reach and improving brand image among consumers. However, many MSMEs still face significant challenges, such as limited resources and lack of support in research and development. Based on these findings, it is recommended that MSME players should be more active in involving consumers in the innovation process and utilize support from the government and related institutions. This research is expected to provide valuable insights for other MSME players in improving competitiveness and business sustainability in an increasingly competitive market.

Value Chain Analysis of Apple in Shimla District of Himachal Pradesh, India

The study sought to acquire extensive insights into the markets and associated marketing strategies within the Shimla district during the year 2021-22. Employing a random sampling technique, a representative sample comprising five traders, five wholesalers, five retailers, and thirty actively engaged consumers in the apple marketing sector was selected. The investigation identified the presence of five distinct marketing channels in the study area. Channel-V, which involves the processing of apples into value-added forms such as jam, wine, and juice, exhibited the most substantial degree of value addition, contributing 55.80 percent to the overall value addition. In the study area, the majority of farmers acquire their inputs from private institutes. A methodically prepared value chain map illustrates the continuous transfer of produce from farmers to consumers. Notably, the wholesale stage experienced the most significant loss, amounting to 4.11 kg per quintal. In the storage of apples, the storage unit gained a profit of 140 Rs per kg, while in the processing of apples, the processing unit it was 13333.59 Rs. per quintal.

Analysis of Channel Promotion of New Oriental Online Education in the Internet Era

With the rapid development of information technology and the popularization of the Internet, the field of education is experiencing unprecedented changes. Online education, as an important product of this change, has quickly become the new darling of the global education market with its characteristics of flexibility, convenience and personalized teaching. This paper takes New Oriental as a case study on the channel promotion strategy of online education industry. First of all, explain the channel marketing environment theories, including PEST theory, Marketing related theories, including the Omnichannel theory in the Internet era, and explain their characteristics and importance, and understand the marketing channel status of New Oriental online education based on the analysis of 4P marketing theory and the combination of questionnaire and interview conclusions as primary data and secondary data. Second, this study combines qualitative analysis with quantitative analysis. Quantitative analysis, interview records and literature analysis were carried out through the chart data collected by the questionnaire, and qualitative analysis was adopted in the data provided by the official website of New Oriental. The existing problems in channel promotion of New Oriental online education can be find and this research will try to sort out a reasonable solution.