Study On The Marketing Channel Strategy Of Jianfeng Chemicals

The marketing channel decision is the most important one faced by the manage -ment of enterprises, and it plays a more and more important role on products sale, market occupation, value creation etc. Facing with the more and more intensive busi -ness competition, day by day the marketing channels becomes a strategic resources that decide whether the enterprise will win in the business competition or not. Whether the marketing channel decision is right or not directly has an effect on that the enter -prise will success or not.As the opening goes on, the chemical enterprises of China have more opportunities of development, as well as more challenges. Under these situations, more enterprises begin to emphasize establishment of marketing channels. With a long time history and facing with the excellent development opportunities, Jianfeng Chemicals is now in the third developing phase of undertaking. As its' producing scale is enlarged and the market environments are changed, the enterprise is required to reform marketing management mainly including establishment of marketing channels, to tidy and develop the sale channels, to enhance the market occupation rate and the reputation of jianfeng's products, consequently to obtain advantages in the market competition s .In this article it emphasizes that: in the market surroundings full of opportunities and challenges, how Jianfeng Chemicals shall adjust the marketing strategy, how to reform and innovate in marketing channels, and how to manage and maintain it so as to resolve the problem of sale access, and finally to ensure the enterprise to achieve their strategic targets. The marketing management theories and methodologies are applied in this article. Starting with the existing situations of marketing channels of Jianfeng Chemicals, via analysis of the problems existed in the existing marketing channels, depending on the inner and outer resources and environments, according to the necessary trend of industry development and the development requirements for itself, this article puts forward the targets for channel establishment, and designs the strategy and plan, and carries on research and innovation of channels. The search for marketing channels of Jianfeng Chemicals not only play an role on establishing marketing channels of Jianfeng Chemicals itself, but also can be used for reference for establishing marketing channels of other chemical enterprises and that of the chemical industry.