Thinking Of Marketing Channels For Small Food Production Enterprises

With the development of the socialist market economy, The competition has become more and more heated, thus the subsidiary food enterprises have strong consciousness of marketing ,more and more subsidiary food enterprises have realized that, because of the ever changing market ,whether an enterprises products can be quickly sent to the expected market and laid off to consumers has become the key point to whether the marketing is successful or not. Marketing channels and functions it has are the key link of products? value chain, and they have become the key source of subsidiary food enterprises~ obtaining partial advantages. So, how to give full play to marketing channels?great use in retailing products have become the key points in subsidiary food enterprises?marketing. Subsidiary food enterprises?cost advantages have become less and less in production chain, but more and more in the field of circulation. With the setting up of the retail marketing net, many activities in the retail channels have got large scale economic effect, which helps subsidiary food enterprises obtain the leading position and advantages抩f low cost. What抯 more, members of the marketing channels share the same profits to some extent, so they can coordinate and make some improvement connected with activities. Thus, the retailing marketing cost is lowered and enterprises get the cost advantages. The study of marketing channels can help subsidiary food enterprises gain competition advantages and get a firm foothold in the market. In this way, they can win their. competition rivals. Based on the realization of the importance of marketing channels, the article gives full analysis combined with problems the author met when working in Chengdu Chuandao Food Co. Ltd. It expounds the reasons, conditions of problems existing in subsidiary food enterprises, marketing channels and also ways to solve these problems. On the basis of the discussion, laws of managing marketing channels emerge in the exposition and are associated with the reality, which makes it practical. The article expounds the importance of forming and managing marketing channels. It first raises an opinion that marketing channels is an enterprise抯 invisible property and it抯 essential to a subsidiary food enterprises?competition advantage. Second, it expounds an enterprise抯 channels design and objects choose as well as the affecting factorsof that. Third, it expounds ways of managing members of marketing channels with great length. The article analyses why most enterprises prefer distributors to sale products instead of forming their own marketing channels. Further more, it analyses the advantages and disadvantages of scaling products by distributors; Laws of managing distributors and concrete practice. Aiming at subsidiary food enterprises?managing of final parts in marketing channels, the article expresses the importance of that, and explores ways of managing and controlling of those final pants in a practical point of view. It introduces the concrete practical of exploring final parts in marketing channels棗conimissioning goods. Finally, as far as three problems existing in current marketing channels it be concerned, the article analyses reasons that cause these problems and the harm it brings to subsidiary food enterprises? marketing channel management. It also raises concrete ways to solve...