Research On Marketing Channel Management Of Pet Food

Thanks to the economic growth in China, the consumer awareness for pet consumer goods of pet owners is becoming stronger and stronger which brings a huge opportunity for the development of pet food, it is crucial for a company to strengthen the management of marketing channels.There are some issues in marketing channel management for the traditional organization structure of HR company. This paper takes a combined research method with both theory and actual cases, pointing out existing issues and the causes in the current sales channel by analyzing development context within pet food industry and introducing HR’s organizing structure based on sales channel and its management and management theories of sales channel of food and related products. The main existing problems include the information communication between the agents, channel management is not in place, not enough incentive for agents, in the process of marketing channel exist "major account problem", channel conflict is serious, lack of professional sales personnel, lack of channels expand capacity. In order to deal with the issues above, HR Company should reconstruct the structure of marketing channel management from the selection and incentive of channel members, the controlling of sales channel and the problem solving of marketing channel conflicts, building the channel team, introduced network marketing channel. Hope HR company by optimizing the management of marketing channel, put forward the marketing channel efficiency and comprehensive benefit, enhance market competition ability of HR company, and can adapt to changes in the environment.