Feed Company Marketing Channels Of The Chinese God Group Study

Feed industry in China has achieved a lot in the past 2 decades. Since 1998, it has reached maturity. The efficient demand is in shortage in contrast with its supply. So the competition in the market is becoming more and more intense. Most of feed mills are short of the full production. How to survive and develop in the intense competition, how to obtain and keep the superiority through the marketing channel, and how to build and manage marketing channel are imperative problems that all mills have to face with.The article applies marketing channel management knowledge to TANG REN SHEN feed company' s (TS company) marketing channel researches and associates the knowledge of relationship marketing, supply chain management and motivation theory to marketing channel management, so as to deplores detailed strategies on designing and managing channels. Then the article draws a conclusion: Enterprises should treat the channel members as clients and partners, planning such channels systematically in ways of designing, selecting, stimulating, evaluating and harmonizing, and at the same time, enterprises should strengthen its abilities of management and set up the integrated channel system. The article aims to be of help to the improvement of TS Company's marketing channel management and also gives the reference to other companies similar to TS Company.