Research On Fresh Agricultural Products Sales Channels Of Shenyang MG Company

Sales channels are the key external resources of the business enterprise. Its management and control is an important part of enterprise management. The efficiency operating of the sales channels affects the operating performance of corporate directly. The good marketing channels are important part to win market status, adjust corporate behavior and the decision-making. Therefore, it is very necessary for the enterprise to reduce the channel operation cost, improve operation efficiency of enterprise sales channels, and formed unique operating advantages of sales channels.This paper uses the theory of modern sales channels management and methods, to make a comprehensive exposition about sales channels of Shenyang MG Corporation.Firstly, in the first chapter, the paper introduces the status of sales channels management of Shenyang MG Corporation. In the second chapter, it analyzes the problems and existing deficiencies of the sales channels on establishment and control of the Shenyang MG Corporation. Moreover, points out the problems and deficiencies based on MG’s sales channels, and give an analysis in-depth on the cause of the problems.Secondly, in the third chapter, the paper points out the overall improvement scheme on sales channels of Shenyang MG Corporation. Namely to renew fresh agricultural product marketing channel management idea, to change fresh agricultural product marketing channel, to construct sales channels partners relationship of Shenyang MG Corporation, and to redesign marketing channel structure of MG Corporation on the basis of factors analysis of sales channels. The principle of the channel member selection is proposed. The selection criteria about the distribution channel structure and optimization design is given.Thirdly, in order to ensure the smooth operation of MG Corporation sales channels, the supervision and control of sales channels must implemented effectively. In the fourth chapter, the paper analyzes the implementation conditions of MG Corporation marketing channels. Moreover, the paper also proposed the plan, content, and measures about implement sales channels management and control of MG Corporation. Rational use of modern means of marketing channels and incentive mechanism, choose the right channel members, make the improvement plan of MG’s sale channels implementation and control, so that the company’s operation and management must meet the demands of the market.Finally, combined with the market characteristics of fresh agricultural product, the paper gives some conclusions. Some suggestions on sales channels reconstruction and control management of MG Company were put forward. We hope can be a source of inspiration and reference on sales channels for other agricultural products enterprises encountered at the same time.