A Study On The Innovation Of Dairy Marketing Channel In SL Corporation

The development of dairy Industry in our country has passed through several dozens year rapidly. With the industration maturity is more and more high, the profession competition in different entriprise changes intensely.The dairy enterprise needs to answer the question that how to win in keen competition firstly.Along with product quality and price became more approach, the marketing channel to be more and more important to obtain the competitive advantage of dairy industry, which has been confirmed by many succeed dairy enterprises.SL Corporation established in the 20th century 50's. In the past 50 years, SL Corporation overcame all sorts of difficulties, obtained the remarkable achievement. In recently several years, because the SL Corporation's marketing channel construction falls behind other enterprises, therefore, SL Corporation is in the inferiority in the competition. But SL Corporation is not willing to fall behind, decided to innovate their marketing channel and construct the channel superiority with SL Corporation characteristic.Through to study the innovation process of marketing channel in SL Corporation, the thesis attempts to provide the model of marketing channel innovation for these enterprises that existence the same problem.This thesis is divided into five chapters. It introduced studies background, the dairy market environment in china and marketing channel theory in the first, the second and the third chapter.The key points of this thesis are in the fourth and the fifth chapter.It analysis SL Corporation original channel has existed problem and the innovation process of marketing channel.The thesis summarized the new marketing channel characteristic, emphasized the superiority which been brought by the new channel of SL Corporation, so it has the reference value to the similar enterprise.