Study On Marketing Channel Model Change Of Nanjing Weigang Dairy

After affected by melamine in 2008, the high-speed increased China dairy industry was down to bottom.The recovery of the domestic dairy industry is obvious, after the efforts of all parties present. From the production and sales of dairy products, and consumer recognition we can find the dairy industry has come out of the current difficult period, is entering a new time of development. At present, the domestic dairy industry was divided and monopolized by Monmilk, Yili, Bright Dairy three giants. The survivals of small and medium dairies especially for Low-temperature milk were threatened increasingly by three dairy giants, and many local dairy enterprises were going to be bankruptcy. Facing of strong competition in large-scale dairy enterprises, regional-based small and medium sized dairy enterprises were lack in the aspects of brand, marketing channels, and fund and management modes. But they still have certain advantages of price, processing and logistics, thus under the fast-growing market demand for dairy environment with an unlimited business opportunities, the local diary still has business chance and hopes.The author considers that with the competition going to be worse of China's dairy market the regional-based small and medium dairy industry is difficult to just copy some fixed pattern, especially the traditional marketing channels. So the changes of traditional marketing channels become a key element of competition for seeking survival and development in the dilemma.In this paper, we try to use cases to analyze and discuss the marketing channel strategy change of the region-based low-temperature dairy products, a small and medium enterprise ---Nanjing Weigang Dairy Co., from a marketing point of view.By systematic analysis to point out the advantage and existing problems in the current channel mode of Weigang Dairy Company. Used successful cases of domestic dairy in low-temperature milk to find out that Weigang single marketing channel mode is difficult to ensure its further development. According to Weigang dairy channel operations real state we had a channel model of strategic change feasibility analysis and worked out the ways and new marketing channel patterns and implementation of programs with its own characteristics, And further explore the ways to China's regional-based dairy industry how to get the further development through the innovative of marketing channels.