Fertilizer Marketing Channels. Force Group Study

Business channel is a complete and interdependent set of system that makes products and services smoothly transfer to consumers via exchange. Business channel is more important and complex because it ties the interests of manufacturers, merchants and consumers together. And also, it becomes a must to the external wealth of an enterprise. The building and operating of business channel not only affect the operation result but also are the key to enterprise's success and failure.This article takes TianLi Group as a case, and makes a profound analysis to the lower barrier in finance and technology of compound fertilizer industry, to the market competition intensification, to the lower profit rate, to the character of compound fertilizer (first, compound fertilizer is the must to crop and the policies are on the back of compound fertilizer development). I also investigate the most common and popular business channel: direct selling mould and distributor mould. And I also make comparison and analysis to the business channel of Tianli Group's competitor. In my article, I present the compound fertilizer business channel's development tendency: planation, diversification, and emphasizing end point building.According to the present situation of the TianLi Group 's business channel, influence factor, analysis to the existed problems and causes, my article probes into rebuilding of TianLi Group's business channel mould: by designing of the length and width of business channel and estimate of the channel's program, choosing the proper business channel fit to TianLi Group. And I also present that we should adjust the business channel in channel supply management, channel price management, channel information management, channel conflict management and channel member management etc. In my article, I get a conclusion that we should take channel members as our customers and partners. And I make a systematic layout in the following aspects: designing, selecting, stimulating, estimating and coordinating.Furthermore, I present that channel selecting and managing is not only a marketing management function and regular operation but also the key segment in obtaining competition superiority. For any enterprise, it is necessary to build a special agency to preside over the channel's layout, management, coordination and guidance. At the same time, in order to construct a high-efficiency, stable and economical channel system, to strength channel management and to promote enterprise's marketing competition, an enterprise should strengthen its own operation ability and management ability, and strengthen the training to marketing personnel and enhance self-quality.