Research On The Channel Management Of Yili Milk Division Wuhan Branch

There are more than2000dairy industry in our country now. Along with theincreasing global competition, foreign dairy companies are gradually entering into theChinese market, which is intensifying the competition in dairy industry. The fiercemarket competition makes the development of industry transforming from extensivetype to fine growth, The status of the marketing channel is becoming more and moreimportant. Therefore, the effective channel management has been the key issues forthe enterprises. Inner Mongolia yili industrial group Limited by Share Ltd (hereinafterreferred to as the yili group) as one of the enterprises which have the largest scale andmost sound product line, occupies a place in the domestic dairy market, because it hashigher quality of raw milk, extensive distribution channels and reasonable targetmarket positioning. It also has defects especially in specific marketing channels andthe management mode. So, only by changing the traditional marketing managementmode, can it obtains the survival and further development under the intense externalcompetition.This paper analyzes the present situation in channel management of yili groupformula group wuhan branch on the basis of examining the plenty of literature andcarring out the field investigation. It found the channel management problems thatexist in yili group formula group wuhan branch under the current situation of channelmanagement of enterprises at present, putting forward the channel managementoptimization strategy adjustment. Then, in-depth analysis and concreteimplementation steps of the channel management optimization strategy is given andthe possible problems in the process of implementing is forecasted, and put forwardthe reference solution. The paper found that the yili milk powder wuhan branchshould actively adjust the target management system, marketing organizationstructure, human resource policies and regional sales strategy, continuously constructand improve the key business processes, improve the efficiency of resourceutilization, optimize its own channel management process. In the case of reducing thetransregional, it can improves the efficiency of the distribution system and terminalsales ability, gives full play to the brand advantage and enhances enterprisecompetitiveness.This paper uses the the method of correlation analysis on channel management ofyili group formula group wuhan branch, putting forward the channel optimization strategy of to have certain reference significance of the dairy industry. It can improvethe efficiency of channel sales has a certain reference significance.