Research On Marketing Channel Mode Of Huaye Co.

The total arid and semi-arid area is about 4.55 million hm2 in China, accounting for 47% of total land area. A major water user in China is agriculture, it uses 73.4% of the total water consumption. The using inefficiency of water is no more than 1.0k/m3. The water shortage of Chinese agricultural is about 30 billion m3 per year. It is necessary to develop the full use of the limited rainfall as the center of the water-saving irrigation and dry land water-saving and conservation techniques if the agriculture will develop to high and stable. The key issue of dry agriculture is water. It is a long term goal to widely use SAP (super absorbent polymer) in agriculture to increase the income of the farmers. In order to improve the overall efficiency of agriculture, it is useful to apply the SAP in dry agriculture. Thus the demands of SAP are huge.The exiting models of marketing channels can't promote the SAP industry. It is important to find a new mode of marketing channels to resolve conflicts. The sustainable development of agriculture needs the SAP and the SAP will also increase income of farmers. The thesis studied the mode of marketing channels in SAP industry. We selected one of the biggest manufacturers of SAP-Huaye company in China.Marketing channel is a set of interdependent organizations to promote products or services to be used or consumed. It is the process that the product or service to transfer from the manufacturers to the consumers. It includes manufacturer, consumer and all the intermediary organizations which the ownership of product from producer to consumer.In this thesis, market research, environmental analysis and other methods are used on the marketing channels of SAP. To find s suitable marketing channels of SAP in agriculture, to establish a direct marketing channels systems is important. The "reverse channel reconstruction strategy" is put forward to build a sales network in the opposite direction.The thesis is divided into six chapters. Chapter 1 The introduction section describes the background and significance of SAP industry. The brief description of research methods and innovations is listed in marketing channels. The research ideas and structure is illustrated in this chapter. Chapter 2, an overview of marketing channels in the first part, how to establish and control marketing channels, the factors that affect the marketing channels and the research methods are written in this chapter. Chapter 3 it describes the status of Huaye, the introduction and the market of SAP is also in this chapter. The design of marketing channels is written in Chapter 4. The theory of marketing design is combined with the environment for designing marketing channels of Huaye. Chapter 5, Huaye marketing channel is implied. The organization structure is adjusted, strength the management of marketing channel, improving the distributor and retails channel. The establishment of a new culture system is necessary to compatible with the new system. Chapter 6 Conclusions and prospect.