Research On The Distribution Channels Of Lu The Longan Leading Enterprise

With the produce commercializes degree to rise quickly,the agricultural product marketing has changed to agricultural industry development of the pilot. In the main agricultural product marketing channel mode of industry of our country agriculture developing,leading enterprises is the key link,has ignored the core role.Lu longan enterprise is the only enterprise of Luzhou longan industry in small and medium-sized enterprises,in order to produce energetically Lu longan enterprise leading role,Lu longan their own development and growth is essential.ln modern marketing,channel becomes the power and security of enterprise sustainable development,and improves the competitiveness of enterprises that has an important role in.High efficiency,high quality and high response ability of the marketing channel has become the key role of enterprises in market competition to win.Therefore,the study and analysis of Lu longan corporate marketing channel development and find its possible problems,and propose the right solutions have great significance.Based on the results of previous studies performed on integrated foundation, this paper summarizes the domestic and foreign scholars on the enterprise marketing channels,marketing channels of agricultural products and marketing channel performance evaluation related meaning and related research.On this basis,it’s using the theory of customer satisfaction and channel income maximization theory as a theoretical guidance and intelligence.And then,the paper is based on the understanding of Luzhou longan industrial marketing system of agricultural product to make performance evaluation of Lu longan enterprise marketing channel,and is analyzing to explore the possible problems of their marketing channels,and is putting forward suggestions and counter measures for Lu longan corporate marketing channel.This article is based on marketing channel performance evaluation theory, and from the enterprise value of the sum of the four that is the financial situation,and the channel state,and the customer value,and the channel value index of four one class to start,subdivided into141evel two indexes and301evel three indexes construction of Lu longan enterprise to making marketing channel performance evaluation index system,and through quantitative and qualitative methods are combined,using the analytic hierarchy process(AHP) and Fuzzy comprehensive evaluation method to determine the weight of each index and the index of evaluation and analysis.According to Lu longan enterprise’s marketing channel performance evaluation analysis,Lu longan enterprise marketing channels has the main problems like channel cost is exorbitant,low market share, lack of profitability,the channel efficiency is not high,the marketing staff satisfaction is low,the poor management of the customer,lower customer retention,the less construction of Channels of tangible assets and intangible assets,and so on.To this,this paper also put forward the corresponding improvement suggestions such as strengthen the management of the channel itself and the internal allocation of ownership to improve the degree of channel integration,and Implement the flat channel strategy to improve the relationship between the channel members,and focus on customer needs to reduce distribution costs,improve channel profitability,while strengthening the channel management by objectives to improve the channel market share;to optimize the management of the channel members,to establish a stable relationship of trust,and focus on channel integration and optimization of incentives,and vigorously carry out the e-commerce to increase efforts to control the right channel to enhance efficiency of the channel,at the same time,creating a fair competition,the pursuit of progress,free and open to the caring work environment to enhance the satisfaction of the marketing staff; emphasis on customer satisfaction as the center channel strategy,meticulous management of customers by using CRM software to improve customer retention and loyalty; continuing to strengthen the building of enterprise channel’s tangible and intangible assets under the government policy support.To obtain these results,there are also insufficient like relying more on the sample on the performance valuation of the Lulongan enterprise channels;and only researching and analysand of Luzhou longans industry leading enterprises.this is just a part of the system of Luzhou longans agricultural marketing channel,if want to research Luzhou longan agricultural marketing system in-depth,more hard work is needed to continue.