Innovation Of Marketing Channel Of Live Aquatic Product

The fishery is our country's traditional industry, mainly is maintaining the original sale channel in the market development process. Along with the gross national product increase, the national living standard enhancement, marine products and soon sea scallop also expend in the proportion of people's food along with it enhancement. The fish breeding and pool try rising is the resource industry. Reaching a certain degree of the cultivation technology and the sea are sources exploitation, the fishery enterprise wants further to grow strong must solve the existing management problem in the business management and the management pattern must suit its own path. The Zhang Zi Dao fishery Group after several years 'fast development, the cultivations and the processing have already achieved profession level in the domestic, but the yawl met some resistance in the enterprise management and in the marketing. The enterprise has needed makes some adjustments to the existing marketing channel and internal management and operation. Original delivery pattern through the big distribute or seriously affect enterprise's management efficiency and the profit. The enterprise should make innovation of marketing channel.This article has carefully analyzed the present situation, the enterprise marketing channel development and the channel risk of Zhang Zi Dao fishery. All questions belong to channel conflict between manufacturer and the big dealer', in the sixth chapter of this article through anglicizing marketing channel influence factors to help Zhang Zi Dao fishery to adopt their channel patterns to modern market.According to marketing channel cooperation and the production and marketing alliance pattern theory, we finally propose for mint new union by offering fund together to unify benefit of the Zhang Zi Dao fishery and dealers. This way and dramatically effect channel operation efficiency.