Marketing Channel’s Management And Innovation In Shanxi L Seed Company

Our country had promised to open domestic agricultural markets at the beginning of this century. In the face of the domestic farmers’huge demand for seeds, more and more foreign seeds group are stepping up efforts to the development of China’s seeds markets. The old marketing model Under the old planned economic system is no longer applicable to modern market competition, the domestic seeds companies have to construct new marketing channels to participate in market competition. Meanwhile the government allowed private capital to invest agriculture sector, the competition in the seeds markets become gradually fierce.In this paper, we will take Shanxi L seed company as an example. After introducing their marketing channels, we will raise and analyze its existing problems. We provide with some improvement suggestions through analyzing the macro and micro factors and expect to provide the reference on marketing channel construction and management for other seeds companies.This article is divided into five chapters:Chapter one, introduction of this article research topics of significance, puipose, research ideas and research methods; Chapter two, the overview of marketing channel theory; Chapter three, Shanxi L seed company’s marketing channel and existing problems; Chapter four, In-depth analysis of influencing factors; Chapter five, raise suggestions for improvement and innovation of the mode for Shanxi L company.