A Research On Rationally Configuring The Marketing Channel Of Forage Enterprises

With the continuous change of domestic and international market, the competition of national forage industry is getting sharp and sharp, and all the forage enterprises are facing unprecedented challenge. It should be the problem cared by not only the forage enterprises but also the all ranks of government of our agricultural homeland that how to quicken the development and enhance the core competency. The thesis deeply analyzes the developing fundament of forage enterprises and the actuality of market, meanwhile, earnestly researches the configuration tactics, operation, and management of forage enterprise marketing channel based on the deep survey to forage enterprises by means of cases, facts and relative management theories.The thesis analyzes the functions and effects of marketing channel for enterprises which establishes the important academic fundament and ideal preparative starting with the basic theory of marketing channel. The thesis emphasis on expounding the current configuration models including their kinds and characteristics based on the analysis of actuality and problems of marketing channel of forage enterprises. Besides, the thesis brings forward two innovative tactics to configuring marketing channel. One is converse configuring for middle and small-sized forage enterprises; the other is chain operation for big-sized forage enterprises. In addition, the thesis also discuss the management of the marketing channel of forage enterprises such as the management for dealers, processes, marketing teams, promotion, chain operation, prevention of over-district selling, etc. Finally, the thesis initially researches the aims and considering facts of evaluation for marketing channel.