The Case Study: GL's Channel Management For Vegetable Seed

Agriculture is the basic industry of our national economy, the development of the seed industry affects the level of development of agriculture in our country. After our country joins World Trade Organization, with the influx of foreign seed industry giants, the competition of domestic seed industry market is very fierce. And there is still huge gap between local seed companies and multinational seed corporations in the aspects of enterprise scale, the company strength, the competitiveness of the brand and business philosophy.Vegetable seed is one of the industries that require higher service ability, while the market is highly fragmented, because quite a few of the customers just buy a small amount of vegetable seed every single purchase. More over seeds have short life time and the varieties of products are easily outdated. Therefore, above all of these require the seed enterprises to provide their customers with products and serves effectively through their unique marketing channel system. Usually the ability of channel development and management is crucial for a vegetable seed industry to remain invincible.Local vegetable seed companies in China started late and are lack of professional management talents. Compared with the large international seed enterprises, it still has a huge gap, especially in the field of marketing channel management. Some enterprises still remain in the stage of primitive natural distribution.As a Guangdong Province agriculture leading enterprise, GL---a vegetable seed company is facing the challenge of multinational seed giants and domestic competitors. To GL and other similar companies, in the market competition remain invincible, it is a difficult task to adapt to the new challenging environment and build core competence by the enterprises themselves in the new period.In terms of the local seed market developing history, the marketing characteristics and present situation of the whole marketing channel development, this article introduces and analyses the marketing channel development and management of GL. Meanwhile with an analysis of its problems, this thesis has investigated the causes behind and proposed possible solutions, in order to provide a useful reference for the healthy development of seed enterprises.The full text contains five chapters. First is the introduction, including the theory of literature,the second chapter to the third chapter is the survey of GL company, GL company of seed of channel management present situation, the fourth chapter is the analysis of the problems of GL seed channels and the fifth chapter is the improvement and innovation of seed channel of GL company.