The Study On The Optimization Of The Marketing Channel Of Zheng Da Co.,Ltd Yueyang

At present, there has been a large number of feed enterprises. With the extent of t he marketization, the competition among feed companies is increasingly intensified. T hus, market channels become a breakthrough for companies to occupy the the comma nding heights of the market. Located in Dongting Lake Plain, YueYang is known as a 1 and of abundance, with rich resources and developed agriculture. ZhengDa feed comp any is one of the long-established enterprises first entering Chinese market. It plays a dominant role in China feed industry. In Hunan province, YueYang region has a devel oped aquaculture. Optimizing market channels is of great importance for feed enterpri ses to ensure their market share.In this paper, channel strategy and channel relationship marketing, channel management and other related theories, with ZhengDa Co., YueYang as the research object, the author read the relevant references and field research, from the perspective of marketing channels to study the situation ZhengDa feed marketing channels discovered the existence of the problem channels and the corresponding optimization measures, but also for the feed industry marketing channel model also provides a good reference, the main contents of the article are as follows:Through the analysis of relevant data of YueYang ZhengDa limited company in the market, from the channel status in ZhengDa YueYang Co. Ltd. several marketing channel mode, channel flow, channel structure and other aspects of the situation, the next is the key part of this paper, but also through the use of related theory and practice has practical effect, through the the company’s existing market investigation and analysis, the existing dealer YueyYang Co. Ltd. is the low level of market, lack of ability to adapt to the channel; the unreasonable regional distribution, unbalanced development; channel competitiveness is not strong, the channel conflict management is not perfect, lack of service capacity and channel channel incentive implementation is not in place and other aspects of the problem, respectively. From these aspects associated with marketing channel knowledge put forward the corresponding optimization strategy of marketing channel.Through the research and analysis, the hope can improve the ZhengDa YueYang Co., Ltd of channel management, improve the efficiency of the channel and to enhance its competitiveness in the market.