The Research On The Question And Countermeasures Of The Modes Of Seed Marketing Channels In Our Country

With the China's entry to WTO, kinds of foreign seed companies stand domestic market one after another, launching furious competition with domestic seed companies in the seed varieties, market, channels, talent, etc. The domestic seed industry has no whole advantage except the advantages in the field of breeding. Meanwhile, the agricultural products market demands to reduce the agricultural production cost, and increase peasant's income. No matter from tackling the outside competition, or from adjusting the agricultural production structure, reducing the agricultural production cost, it's very necessary to go on painstaking research on the our seeds markets. On the base of the seeds market at home, the text exerts the theory of marketing channel, and adopts the methods of illustrating, comparative analytic approaches, etc. the paper explains the problem and improvement countermeasure of the seeds marketing channel. This paper divides into four chapters to probe into this question.1. The chapters one is for introduction part Among this part, it recommends the research background, domestic and international research dynamic status, the thoughts and methods of the research, innovation of the research, it defines the main concepts finally.2. Chapter two is for our country seeds Industry current situation and the problem of channels. Through analyzing the current situation of seeds Industry, the chapter looks forward to the future development trends of the seeds Industry. On this basis, the paper makes the comment on our seeds marketing channels: Sell directly, sell, etc., and it puts forward the problems existed in the seeds Industry. There are the matters existing: high costs channel, fund flowing slowly, the fierceness of channel conflicts and network channel restricted by a great deal of factors seriously.3. It analyses seed channel influence factors in the chapter three. The paper makes the detailed analysis about the factors influencing seeds marketing channels. The text analyzes deeply the natural characteristic of the seed and market characteristic, Peasants' planting income and behavior habits of buying, Seed Company's economic strength, brand, service, talent resources, etc. seed competitor channel and macroscopicalry environmental factor of Company: Legal factor, economic policy factor and technological factor, etc.4. On the basis of the above analysis, last chapter makes discussions about the marketing channel principle and the concrete channel. There is mail ordering, agency, franchising. The article has discussed the franchising of seed emphatically, pointingout that the franchising of seed is a development trend of future, which can combines our seed industry and promotes the competitiveness. The paper puts forward 5 questions which should be paid attention to the franchising of seed in the developing of the our seed industry: end-user service preferences, setting up the swift logistics system, utilizing the existing advantage, keeping the franchisee's profit, combination with network channel. The end of thesis puts forward and solves the concrete seed marketing channel conflicts.In sum, through the research of marketing channels, this text has certain realistic significance to our seed industry. The place of innovation of this text lies in the following two respects: First, it has analyzed systematically the factors of the marketing channel of seeds, and proposed the tactics of the seed marketing channel; Second, it has proposed the thought with exciting constructive seed marketing channel conflicts.