Research On The Choice Of Dairy Distribution Channels

The Chinese dairy industry has huge development potential and bright prospects. Under such circumstances, there is intense competition among diaries. As a factor of the 4Ps of classic marketing theory, distribution channels can supply more competition superiority to enterprises than the other three factors. However, the distribution channel is not only the matter enterprises attach importance to but also the problem enterprises have to face. The failure of choice of distribution channels will bring many problems such as block of channels, disorder of management, slow market reactions, excessive cost and so on, which will influence earnings and enterprises'development.This thesis is based on the relevant choice theories of distribution channels, Analytic Hierarchy Process and the Multi-hierarchy Grey Theory. The author chooses distribution channels of dairies in supply chain as the study object and carries out researches on the choice of enterprises'distribution channels by some qualitative analysis and quantitative models.Firstly, this thesis studies factors that influence the choice of enterprises' distribution channels. Following the principles enterprises have to obey when choosing channels, this thesis qualitatively analyzes the choice of dairies'distribution channels from channel length, width and extent and proposes four models of available distribution channels combining with present channels of Chinese enterprises.Secondly, this thesis builds an evaluation index system of dairies'distribution channels obeying principles of choosing indices, provides several methods to confirm the weight of evaluation indices and builds mathematical models to choose the best channel from present channels in accordance with features of distribution channels.Finally, taking a dairy for instance, the thesis applies the Multi-hierarchy Grey Comprehensive Evaluation method to the choice of distribution channels to verify validity of the model. The evaluation result proves that the Multi-hierarchy Grey Comprehensive Evaluating method has much applicability and superiority.