The Shandong Deyi Dairy Supermarket Retail Marketing Channel Strategy Research

Countries a series of revitalization of the dairy industry measures to improve business environment in the industry. However, how the complex economic environment survival and development is dairy enterprises need to solve the problem, if the enterprise wants to achieve long-term sustainable development; innovative marketing channel strategy is particularly meaningful. In this paper, the use of modern marketing management theory, Porter's five forces model analysis, SWOT analysis and other analysis methods, through the analysis of benefit on the current status of dairy and find Deli dairy industry existing problems, through formulating the marketing channel strategy, realize the dairy business benefit coordination, improve the enterprise value.This study will be on the previous studies on related dairy products marketing channel, to benefit dairy products marketing channel as the object of study launched a series of exploration and research. Combined with practical work, innovative research methods design and benefit dairy marketing channel improvement research problems, through the analysis to find Deli dairy marketing channel present situation and existing problems, and proposes some strong measures to improve.Through analysis of current status of dairy marketing channels due, at present due to the service efficiency and other reasons cannot fully meet requirements of terminal services, in the super retail channels, to develop different marketing strategy for different market segments. Thanks to the dairy industry is now a single channel mode, the implementation of the application has obvious barriers. Part of the market of network development and channel horizontal expansion and vertical subsidence control is not clear, resulting in the market "channel development is not balanced, no synchronization", hinder the brand process. Thanks to the dairy industry in the brand also has a large gap with Mengzi, yell. Deli dairy industry it is necessary to re planning, integration of their own distribution channels, to seize more market share, to their own advantage and other dairy companies compete through the SWOT analysis. Therefore, we should adjust benefit dairy marketing channel enhance market share, re design the benefit dairy marketing channel structure, seize the terminal channel resources, strengthen channel member selection and comment buys, improve channel brand awareness, strengthen benefit dairy marketing channel management of marketing strategies to improve the channels. Finally, the sales team brand security, technology security, information security and other measures to ensure the implementation of resources.