The Research On Distribution Channels Management Of Jiangxi Bright-Hero Milk Ltd.

Under the increasing development in China, many milk companies have got great improvements. And with the restructure of distribution channels management for these milk companies, new economic environment has put more influence on distribution channels. Furthermore, it is important to put an eye on the distribution channels management.The distribution channels of Jiangxi Bright-Hero Milk Ltd. which is shortened by Bright-Hero Milk Company is the object of this thesis, in which the author analyzed the characteristics of milk field, put out how to make restructures of the distribution channels for Bright-Hero Milk company and how to apply the restructure so as to get a healthy growth. File Analysis, SWOT Analysis are used in this thesis in order to get status of the current milk market and distribution channels of Bright-Hero Milk Company. By the restructure of current distribution channels, planning and controlling of distribution contents, the sale's chain of the company will be strong and active, which will put great influence to the regional market. This thesis is organized by 6 parts. In the first part, the milk field's background is introduced, as well as the research meaning, content, methods, ways, tools and structures of this thesis. Theories supported this thesis are generalized in the second part, which are the distribution channels research achievements home and abroad, and FMCG distribution channels theories. In the third part, the current distribution channels of Bright-Hero Milk Company is analyzed, Strength and Weakness Analysis is made, and current channels problems are introduced. The fourth part is the key of this research. How to restructure the distribution channels for Bright-Hero Milk Company, the principles and objects for restructure are introduced. Meanwhile, the author designed a new distribution channels for this company and made regulations for the valuations by researching the current channels. The fifth part is of importance in the thesis, in which, under the new designed channels in the fourth part, the author talked about the potential problems when applying the new channels. And detailed analysis is made to assure the appliance of the new channels. The conclusions and problems which need further research are put out in the sixth part. In general, Bright-Hero Milk Company could choose the new distribution channels management designed in this thesis, and assure its appliance, so that the company would win advantageous in the current market competitions.Based on a new distribution channels management system designed in this research, the author hopes that this system would be meaningful for Bright-Hero Milk Company, and helps the company to occupy the market and build famous brand.